MacDonnell Watches is an upmarket, classic watch dealer and repairer based in Scotland. The brief was particular about conveying a sense of heritage whilst also not feeling out of place in amongst a sea of modern watch dealers.

For this design, I needed to convey an element of classic/vintage references whilst adding a modern twist. I managed to pull this off with a beautifully simple M and W monogram which doubles up as a crown nodding to the upmarket nature of their products and service. This ensured that I kept the heritage of the brand whilst allowing MacDonnell Watches to live comfortably amongst some of the more modern watch brands.

Once I had the logomark nailed, I set to work on finding the perfect complementary typeface. After some tiny customisations to Arpona, I was super happy with the typeface and logomark combination. The type brings in even more heritage with the classic letterform shapes but has subtle modern twists pairing it perfectly with the logomark.

Ready to create or refresh your brand's identity?

See more on www.chitt.co