Lettering tagline for Beijer Electronics


Lettering tagline for Beijer Electronics

Marcus Gyllander, Visual Communication Manager at Beijer Electronics, wanted a hand-drawn / lettering tagline as a complement to their logo. They had come up with a new tagline “People and Technology. Connected” that were supposed to put more focus on the employees at the company and secondary highlight the fact that most of their products are connected. To enhance that Beijer Electronics truly are a “people´s company” they wanted the new tagline to be lettered in a script that has a hand-drawn human feeling.

Beijer Electronics wanted a clear contrast to their main logo so that the tagline does not compete visually with it.  I immediately understood that this would be a challenge to fit so much text in a small scale (when the tagline is used beneath the main logo) – so I already from start designed most options with replacing “and” with an ampersand to save some space. And I worked with narrow letters with large spacing to make sure it were legible in small sizes and at the same time did not take to much space horizontally.

Lettering is a process – so first step was the create some initial different style and layout directions for the tagline. From feedback on those versions I enhanced the chosen style/layout in several steps until we had a versions that were both very legible in small size, and at the same time, character and a hand-letterered human feeling.

“Björn worked fast, communicated clearly throughout the process, and listen carefully to our needs and feedback. We are so happy with the outcome. I truly recommend Björn for lettering work!”
– Marcus Gyllander, Visual Communication Manager at Beijer Electronics

About my design process

I have a streamlined design process. You will know what to expect during the process and I keep everything efficient and effective, in terms of time and money. Do you want to know more? Visit my page that describes my logo design process. (the same process applies for lettering artworks). Or, if you are ready to go – send me an email and we will get things started.

Features & publications

More images

Image of tagline sketches.

Some of the initial style and layout sketches.

Image of alternative tagline style.

Another style option for the tagline.

Image of print test of tagline.

Print test of initial tagline sketch to ensure legibility in small size.

Animated gif of the tagline process.

Lettering is a process. Here are some of the steps towards to the final variant.

Mockup of brochure with final tagline.

Mockup of a brochure with the final tagline.

Image of final tagline.

The final tagline in white.