Soga

Logo for Soga, a Slovak art auction company and the leader on the fine art market in Slovakia.

After the change of owners and address and in need of a mental and visual reboot, Soga decided to refresh its visual identity, including updating the logo. The task of the new visual identity is to present Soga as stable, traditional and conservative, the brand should warrant quality, it should not attract too much attention.

After testing several approaches, it was decided on an elegant low contrast serif logo, featuring an original construction of the letter g and, in the genre of serif typefaces, a non-traditional single-storey letter a. During the assignment, the new logo was also developed into a complete custom font.