How we made serkel round

This new brand was three investment companies with one big ambition: to become the world leader for in-car technology. In other words, we had to create a big something out of absolutely nothing.

First the necessary groundwork. Analysing the market through online and offline research. Spending a considerable time with the clients, to find out in detail exactly what they were looking for. And what actually would be good for them. Not always the same thing.

Our thinking: the new name had to feel like a technology brand. It had to be timeless. Connect disparate products and feel connected. Make sense with the IoV (Internet of Vehicles) and all the unseen advances that will bring. It should also be human-centric: creating more human contact rather than disconnecting people. Surprising as it may seem, our research revealed that people in general want more face-to-face human contact and less social media.

We came up with a name and a thought so simple, it almost seemed too simple. The circle is one of the most universally used symbols in the world. Apart from meaning a group of people with shared professions, interests or acquaintances (perfect for the new brand), it has deep positive spiritual meanings. Concepts including the infinite nature of energy and the inclusivity of the universe.

serkel is simply the phonetic spelling of circle. This spelling also gave the name a Scandinavian feeling, which suggested high quality and good design.

Once the name was decided other pieces of the communication puzzle fell into place. The logo is based on the golden ratio. A mathematical ratio found in nature to create a pleasing, natural composition in design work. The circles (serkel) being an intrinsic part of this ratio.

Circles and nature formed the basis of the visual identity and campaign style.