Syz Consulting GmbH / Melanie Syz — Visual Identity & Logo System
Development of a refined visual identity for a Swiss-based consulting and
coaching practice.
The project focused on creating a calm, recognisable and highly reduced visual
language, combining symbolic illustration with a personal signature.
The identity is built around a continuous line illustration of a seated stag, a
nod to the Syz family crest — a symbol of presence, inner stability and grounded
confidence. Rather than expressing dominance, the form was intentionally softened
to convey reassurance, clarity and trust.
The organic line is paired with a personal signature, creating a balance between
structure and individuality.
Design system:
- The logo exists as a coherent system:
- primary mark (symbol + signature)
- reduced signature for small-scale applications
- defined proportions, spacing and minimum sizes
- controlled colour application
A concise logo toolbox was developed to ensure consistent use across print and digital media.
Colour:
The colour system is deliberately minimal, centred around a matte champagne tone
complemented by black and white. The effect is achieved through restraint and
precision rather than visual complexity.
Outcome:
The result is a calm, distinctive identity that supports the positioning of the
practice: clear, grounded and quietly confident.
