Corporate Identity



The Signal Group



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Corporate Identity

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With Signal's new visual identity, we wanted to imagine a visual representation of the ways that Signal’s offerings — and Signal as a company — continues to serve as a sophisticated instrument that helps Signal's clients guide themselves through the overwhelming and non-standard oceans of data that characterize the commercial Shipping Industry.

We had three key goals in mind. We wanted to create a wordmark that would:

  • Be easily memorable
  • Be simple without any ornamental graphics
  • Make reference to the spirit of advances in the maritime world and in technology

We decided to combine 2 concepts. The first was an instrument that helped sailors navigate in the sea. It allowed the sailors to use the myriad stars to plot their course: the sextant.

And the second element was the company’s focus on algorithms and math. Geometry was the obvious choice. We used a geometric font (Neutraface) with elegant and harmonious design as a base and started tweaking the characters to match our style and needs.

We created a new letter out of those two elements always based on geometric principles and the concept “form follows function”. When we completed the creation of the new letter we assembled the new wordmark to see if we had achieved a visual identity we wanted.


As a color we used a dakrer shade of Navy blue. Navy blue was first used after British Royal Navy officers wore uniforms in the color in 1748. Navy blue is quite the versatile color, pairing wonderfully with different shades and tints of greens, oranges, reds, yellows, and even purples. Because of its roots, the color is easily reminiscent of the deep, blue ocean and space.

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