Work · 2020

Sagt Ja

Sagt Ja (German for ‘say yes’) has been planning weddings since 2003, around Cologne, Bonn and Düsseldorf and far beyond. We redrew the logo: clean capitals for form, handwriting for feeling. Plus letterhead that comes out of the office printer and still looks like a wedding.

Services
  • Logo redesign
  • Logo files for print and screen
  • Letterhead template
Year
2020
The Sagt Ja logo: SAGT JA in black capitals of a high-contrast serif, below it in script ‘Agentur für Hochzeitsplanung’, on a light paper ground
Form and feeling in two lines.
Starting point

Wedding planners sell trust long before the first table is laid. The old logo spoke with three voices at once. Friendly, but without a centre.

What was wanted: a mark that already shows the big day.

BeforeAfterSame cap heightLetterspacing 59 % of cap height− 24 %
  1. 01 / 03Three gestures at once. Letterspaced capitals, a JA in two circles, a script underneath. Each element waves in a different direction, and none leads.
  2. 02 / 03One name, one voice. Now SAGT JA stands tight and elegant, no circles, no trimmings. Only the handwriting stays, as a personal note.
  3. 03 / 03Narrower, so bigger. At the same height the new logo is 24 % narrower. On business cards and profile pictures that means more yes per centimetre.
Capitals

Heavy strokes next to hairlines: elegant as a fashion masthead and sturdy from profile picture to banner.

The letters move close together, only between SAGT and JA is there a pause. Anyone who has ever waited for a yes knows it.

Cap height = 100100633,67,83,78,562,16,814,80,5626 : 1
  1. 01 / 03Everything is measured by the T. Every distance in the logo derives from the height of a single letter. That is why it works on a business card just as well as above the door.
  2. 02 / 03Tight in the word, wide in between. The letters huddle close, between SAGT and JA there is a good seven times as much air. You read two words and hear one sentence.
  3. 03 / 03Heavy against hairline. The stem of the T is about 26 times as heavy as the crossbar of the A. Hence the elegance of a good invitation card.
Visualisation: SAGT JA logo letterpress-printed on cream cotton board
The logo in letterpress. Visualisation.
Tagline

Beneath the capitals sits a script, personal as a note. The descender of the J reaches almost down to it and holds both lines together.

A logo that says yes and means it.

Capitals and tagline38,18,1Baseline633,6549,5 · 87 %
  1. 01 / 03Written, not typeset. Beneath the capitals sits a line that looks handwritten. And suddenly a company name sounds like an invitation.
  2. 02 / 03The J reaches down. The J is the only letter to dip below the baseline, coming within a whisker of the handwriting. The lines never touch, yet they belong together. As befits a yes.
  3. 03 / 03Narrower than the name. The tagline is shorter than the capitals and sits beneath their centre. The name sets the frame, the handwriting fills it.
Letterhead

A small team needs no stockroom full of printed paper, just a template that is always ready.

Every letter looks like Sagt Ja. The one on Monday morning, the one on Sunday evening and the one that has to go out just before the ceremony.

Agentur für Hochzeitsplanung+49 (0) 221 . 78 90 801Katrin GlaserDE 249 188 019Palanterstr. 1950937 Köln+49 (0) 221 . 78 90 802info@sagt-ja.dePage 1 and continuation page · A415,0 mm43,8 mm50,6 mm25 mm25,385151,310,8 mm
  1. 01 / 04Only the logo at the top. The logo stands alone in the centre, like a monogram. The header needs nothing more, the rest belongs to the letter.
  2. 02 / 04The sender line speaks softly. Above the address, one line repeats the capitals in miniature. The envelope window already shows who it is from.
  3. 03 / 04The small print is in order. Address, contact and tax details sit at the bottom in three columns. Anyone looking for a number finds it without reading the letter.
  4. 04 / 04The continuation page stays calm. From page two the sender line drops out, logo and footer stay. Every page remains Sagt Ja, even if it slips out of the pile.
Visualisation: SAGT JA letterhead with envelope on pale linen
Letterhead and envelope. Visualisation.
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