Posted on November 12 2015
I've given a lot of thought of how to display the name 'caliper' and present it as the logo for this project. I was looking for something with simple geometry like the small markings on instruments and scales.
I started with a font called Quicksand: https://www.google.com/fonts/specimen/Quicksand
To refine the image of the word further, I worked to simplify the geometry. I reduced the word to a series of circle segments and straight lines. The circle is at core of horology: dials, cogwheels, the concept of timepieces measuring the circular rotation of the planet.
The caliper logo is based on the geometry of a series of slightly overlapping circles - like the wheels in gear train of a timepiece.
I think the result is crisp and clean without redundant fuss - an aesthetic at the core of the watch design.