Roundarch is a next-generation CRM shop. It was formed in 2000, and the original logo sucked. This design, a two-colour spot treatment, came about as an evolution of the original colours which had already been leveraged throughout the company. We eschewed a brand mark so as not to detract from the essence of the communication, instead focusing on custom-drawn variant of Akzidenz Grotesk and a firm foundation of supporting type treatments (FF Info Text) to be used in the tagline and throughout all company materials.

More recently, it was decided that the tagline had to go. The aspect ratio became too extreme, however, so it was time to revisit. I further modified the typography to lighten and open up the characters, so that they could be spaced more tightly without becoming overbearing.