The bottom line is that Cherkam is a sophisticated robotics industry that to the passerby it could have been an internet service provider, insurance company, or just about anything. I wanted the glyph to be unmistakably Cherkam. I used a robotic arm as reference, then simplified it so it would maintain recognition when resized. Additionally, I had seen that the arm could form the letter “C” for Cherkam, so it could work as a standalone.

Let’s talk type. I wanted to give the brand typography that was pronounced for headings and subheadings. I wanted it to feel modern and sophisticated. So I found the beautiful Mr Eaves Mod OT Regular to handle that job. To compliment it, I went the serif route, with Adobe Caslon Pro for body copy and descriptions. I think that when paired well, serifs and san-serifs work hand in hand.

Elements. Every brand needs them, but how could I create elements that still felt robust and on-brand? I chose to use typical screw heads many industrial workers would be familiar with, and transformed them into bullet points, patterns, and everything in between.