Schultz J & Goll advise businesses, organizations, and the public sector by developing communication and actions that promote solutions to complex issues. In connection with the company's launch of a new management team and a new name, AM redesigned the visual identity.
Schultz J & Goll's focus is always on substance, and we visualize that in the identity by embracing the dualities where substance resides: we can stand firm, but also turn things upside down, and we can encompass the tough and the gentle. The fundamental premise of the new identity is to constantly balance dualities and with inspiration from a newspaper universe. Therefore the colour palette includes the black-and-white base expression supplemented with blue and orange breaking colours used as highlighters. However, the colour palette also includes an elegant olive and burgundy colour to supplement the corporate tone with a warm feeling. The graphic element can also unfold in high contrast, in small details or large surfaces and in communication overall.
The logo is a logotype set in the Signifer typeface, Kris Sowersby's reinterpretation of the English Roman typeface from 18th-century newspapers in Oxford. Signifer is a typeface with a distinct character of its own. Each individual letter contains dualities in the contrast between sharp serifs and pointed terminals. Typography and letters have been particularly important to Schultz J & Goll because communication and words are their strengths.
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