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The history of one of my best known logos (judging at least by the number of appearances in various top lists) began with a letter, whose authors requested not to print it on paper.

It wasn’t for the spy hysteria: it just happened that Sertifi, a Chicago-based company, just wanted to reduce paper consumption and prevent deforestation. Instead of usual paperwork they introduced their own sales platform enabling sales teams to make contracts and execute the deals with electronic signatures.

Thus, the logo had to reflect the idea of closing deals quickly and safely using electronic solutions and emphasize the company’s commitment to environmental protection.

New rendition of the well-known symbol

The first variant of this logo was based on the @ sign, or “commercial at”. The sign became widespread soon after introduction of email to become later the symbol of electronic communication. It shouldn’t be forgotten that before the computers came around the sign had been actively used in accounting and other business documents, which explains its official name: “commercial at”.

In the logo the sign was transfigured into a green leaf thus representing the emphasis on environment.

Are there other ways to tell about contracts and deals using the language of graphics? It’s hard to find a more explicit symbol for closing a deal than a handshake. It is also the most clichéd one. Thousands of photographs with this gesture flood the pages of brochures and websites.

Tell the difference!

But what if we try to catch the moment a second before the handshake, when hands are reaching out to one another? What if we enclose these hands into a contour that would emphasize safety of the deal? That is how a second version of the logo came around.

A pleasant bonus: the negative space of the logo forms the first letter of the company name.

The wonderful Fertigo Pro font from designer Jos Buivenga fit really well to the logo with one little change, however: letters “f” and “i” asked for a ligature, and it would have been a shame not to go for it:

Ligature is a sign formed by two or more letters combined into one character.

To my regret, the client refused the suggested font in favour of the more rigid and digital-looking solution:

The approved logo.
Our experience with Yury has been great! Redesigning a company’s logo can be a very cumbersome process since its important to find a design that portrays the right message.

With Yury we were very happy to see his ability to transform ideas and messages into well thought and sophisticated designs. Designs were always delivered on time and what’s more important, we got designs that we liked every time!

I strongly recommend Logodiver for any company looking for designers able to deliver innovative and sophisticated logos.

Fotis Kousiakis, Sertifi