Studio: Fontwerk

Custom Logotype for Seibert

Brand values translated into type decisions: lowercase, ink traps, high contrast

Fontwerk created a semi-custom logotype for Wiesbaden-based software company Seibert Group as part of a 2024 rebrand repositioning the company under the simplified name Seibert. The design was derived from McQueen, already under consideration as the new corporate typeface, with type formulas mapped to brand values: lowercase for agility, ink traps for communicativeness, and high stroke contrast for openness. Two logo fonts were engineered in six weeks using OpenType automation so employees can generate either variant by typing a key sequence. Both fonts also include a full 26-letter alphabet at normal weight to support future sub-brand use.

Insights

Three formal properties—lowercase setting, ink traps, and high stroke contrast—were each mapped explicitly to a brand-personality attribute before drawing began.
Heavy line width was chosen partly for boldness and partly because ink traps and contrast only read clearly at large stroke widths.
A second logo font with less contrast and wider tracking addresses small-print legibility, giving the system two optical sizes.