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Simrell+Scott Logo Design – Simrell+Scott Full Logo
Simrell+Scott Full Logo

Beyond a new logo, we selected a pair of typefaces, a serif and a sans-serif, to help form the brand identity. The full logo features the reverse ampersand mark, with the company name in a version of the sans-serif typeface.

Simrell+Scott Full Logo

Beyond a new logo, we selected a pair of typefaces, a serif and a sans-serif, to help form the brand identity. The full logo features the reverse ampersand mark, with the company name in a version of the sans-serif typeface.

A modern logo with a classic feel.

With a new website under development, Simrell+Scott needed a brand new (and professional) logo to go with it. The old Simrell+Scott logomark was a monogram of sorts, formed of the R and B of our first names. (If you’re in for a flashback and the backstory, see for yourself.) Of course, that didn’t make glorious piles of sense if you didn’t already know who we are, so it had to go. One, solo, S with a plus sign is much more logical.

But, how about that S? What should it look like? Ok, we admit, we’ve always had an affinity for ampersands, and, hey, it makes sense: Simrell+Scott has always been about partnership. We make each other better, and our designs stronger. Taking inspiration from that, the Simrell+Scott S is ampersand in reverse: one horizontal flip, and an ampersand becomes an S. At once, our shared letter S represents our names, and the typeface symbol of partnership: the ampersand.

Simrell+Scott Logo Design – Underlying Geometry
Underlying Geometry

The Simrell+Scott logo is constructed using the golden ratio, and other "sacred geometries."

Geometry for the win!

Creating a custom monogram logo is like creating a typeface: unless you’re inventing an abomination (cough Comic Sans cough...), geometry plays a huge role. In this case, we used phi to generate a series of scaled circles, using the following equation:

  • Base = b
  • For smaller and larger proportional steps, n > 0
  • nth smaller step = b / ( n * phi )
  • nth larger step = b * ( n * phi )

With the scaled circles, we then constructed the form of the reverse ampersand through a series of iterative steps, rationalizing our hand-drawn sketches into a logomark that is balanced, clean, and uniquely ours.

Simrell+Scott Logo Design – Adaptive Logo on Business Cards
Making Exchanging Business Cards More Fun

With an adaptive logo, business cards and portfolio can meld together. (With the help of Moo's Printfinity, of course.) Now, rather than another perfunctory business card exchange, the interaction instead becomes a conversation about our work. Let’s chat.

An adaptive logo means you can blur the line between business cards and portfolio.

When you aren’t tied down to a brand color, the doors open to all sorts of fun logo iterations. In its neutral state, the logo appears in black or white. But the logo can also take on its environment, or be a window into our portfolio, as it does on our business cards. Each one highlights a different portfolio project, and the text below is color-adaptively generated to complement it.

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