Tehuti—logo and business card design

It may not be our most known line of work, but Globulart also offers translation services; we have been in touch for some time now with a number of professional translators from all over the world (thank you, twitter!). Several weeks ago a translator asked about the possibility of redesigning her logotype and website, and in a matter of days we started working on her new visual identity.

Our task was to create a new logo for her business as well as business cards, after which we will redesign her website (as of this writing it’s still in the sketching phase). Our client, Krys Williams, is a professional translator specializing in medical translation and book indexing; she provided us with an extensive briefing on her business and the specifications for her new visual identity; it was one of the most comprehensive and detailed briefings we ever received from a client, something we really appreciated. The company is called Tehuti Knowledge Services Ltd.; Tehuti (commonly known as Toth) is an Egyptian god often associated with knowledge and wisdom, and is usually depicted with an ibis head.

Our client wanted her logo to have an Egyptian feel, due to the very name of her company, and should be associated with medicine because of her translation specialty. The logo is an abstraction of a symbol called caduceus, which takes various forms across cultures and is also associated with the god Tehuti. The basic shape is completed by the Egyptian cartouche, which was used to enclose royal names.

The chosen typography bears a resemblance to the strokes and shapes of the logo symbol and the Egyptian cartouche that encloses it; we used a triangular composition when combining the type with the symbol (you could call this composition a pyramid). 

Lastly, the color palette used in the business cards is made up of warm colors with a turquoise greenish tone that has some Egyptian reminiscence (akin to malachite and lapis blue).

Sometimes we create an artistic rendering (as realistic as possible) of the designed pieces in a real environment, reproducing real lighting and shading: