Swatch Monogram

I entered a competition with this brief: design a monogram for Swatch. What follows are some iterations of my design, and then the final decision! 

During my research for this competition, I discovered that swatch means second watch. This helped me design the first letter, which is a stylized backwards two. From that starting point, I sketched out several ideas and settled on a monogram that put all of the letters together. Spelling out SWATCH in a circle, this monogram reminds the viewer of a watch face and the inner workings of a watch. I based the colors on the white Memphis watch design, reflecting Swatch’s history as a rebellious up and comer in 1984. The letters weave in and out of each other, highlighting the playfulness of a youthful fashion brand. Over all, my goal in designing this monogram was to effectively tell the story of a company which highly values design forward thinking.