Seiyu is a lifestyle brand linked to contemporary culture. They create their own projects but also spread those they consider essential through different ways: in their digital and printed magazine, in mini-documentaries, or through collaborations with artists.
Seiyu needed a visual identity that represents their essence but also connects with their target audience. We helped them by defining their visual universe of the brand and setting some guidelines for the right use in a brand guide.
The fonts in use are GT America Compressed Black for the logo and GT America Compressed Bold, GT America Standard Light and Medium, as well as Lora for the brand communication.
With this typographic selection, we looked for several things. On the one hand, we wanted a typeface with a marked personality that facilitates brand recognition and that be used mainly in headlines. On the other hand, we needed some other complementary types designed for reading. Seiyu is a European brand born in Madrid but that has always been inspired and attracted by the American culture. GT America is a typeface born precisely to be a bridge between these two continents, according to the foundry. Moreover, we were looking for a type with a very particular S. One of the main features of the previous logo of Seiyu was the characteristic form of the S. We wanted to keep this trait, but take the logo design to a more contemporary look. The role of GT America Standard and Lora is mainly to facilitate reading in long texts. It should be noted that the serif has more presence in the articles of his magazine.