Focused on medical, software and general purpose translation, Sergio specializes in translation and transadaptation from English, French and Spanish to Latin American Spanish.
SAM needed a logo that would reflect Sergio's friendliness both in his client relationships and writing.In Barcelona, I was able to rub shoulders with Latin Americans, and couldn't help but notice the genuine familiarity and warmth of the culture.
The Spanish spoken there, even spoken with a formal intent, can be somewhat friendly and informal while maintaining a professional and highly respectful tone. This aspect of Sergio's specialty became an underlying guideline for the design process.
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The design process started with sketching off 5 different ideated concepts, selecting a few with Sergio in order to dive deeper into 3 of them. A second sketching round allowed to merge and expand the selected concepts.
From these sketches, a few were digitised, reviewed, and one was selected. This version, first sketched with a stencil, was chosen for its simplicity, the underlying "translation as a link" concept, friendly roundedness and overall aesthetic.
