Bloder

The geometrically structured lettering of this fur business logo has been in use for more than 30 years – and still continues to function very well. How intensely Arthur Zelger studied the field of “Typologos” as a strictly typeface-based form of logo, becomes apparent when one takes a closer look onto his many, many drafts that he left behind. For his customers, he came up with a multitude of drafts, demonstrating various graphical approaches towards a subject. Zelger was well-aware of current trends as well as typographical history. His “personal touch” is always clearly visible. Reduction to the essential, conciseness and an undeniable aesthetic emphasis.