For the designers, a fussy ambiance gives a bad influence on professional front. One should always be ready to take the initiatives, to change the game, to manifest the best out of himself and to take criticism in a positive & productive way. Expecting only “good” out of everything from the workplace is like beating a dead horse. Well for the designers, everyday unfolds perplexing tasks, sheepish clients, upsetting environment, cut throat competition, sprints, supports and disapprovals & what not. So in order to get going, one should rest for a while to breathe and sit back to grab more energy for later use. Too much troublesome and monotonous tasks make one feel low and tired. Pause is as important as mobility, intervals are as essentials as continuity. This technique has marketing value: it recalls that the products are manufactured in Switzerland – the most important watch country in the world.No matter how busy one really is, one should always take a time off the routine to read and reflect, to get absorbed in the creative thoughts & imagination, and to keep oneself updated with all the latest information regarding the respective field. The logo used an element of the Swiss state flag – a white cross on a red background, while the Red Cross has the opposite colors. At first, you might think that this is a designation of the Red Cross International Organization, but this opinion is erroneous. The graphic part of the emblem consists of a wide cross with identical fragments in length. Interesting elements are distinguished by two more signs: “a” and “t.” The former has an open leg at the bottom, while the latter lacks half of the horizontal stroke.
The lower half of the “s” is flat, like the top, so the symbol stands firmly on the base. They have a streamlined shape and rounding (even in the corner parts) to maximize the association of the logo around the clock. The text is written in smooth lowercase letters. It includes two basic elements: graphic (flag of Switzerland) and verbal (brand name). It looks the same as in the year of appearance. The corporate logo of the timeline has never changed. Although, according to another version, it is believed that the name of the company came from the combination of the words “Swiss Watch.” Font and Color of the Emblem Choosing such a name, the owner wanted to convey to customers that nothing lasts forever and that his products are inexpensive, simple, and temporary (disposable, for every day). After all, it is formed from the merger of the two foundations: Second + Watch. It is believed that this principle is emphasized by the name of the trademark, which is reflected in the logo. He also radically revised the design and logo, after which he launched his series of goods, combining an affordable price with Swiss quality. So he combined modern artificial materials and advanced assembly technologies in the brand’s products. Moreover, the entrepreneur set out to produce simple and affordable models. This is exactly what Nicholas George Hayek intended when he bought the base for his future project – two watch manufacturers that went bankrupt. The appearance of this European brand was supposed to be a counterweight to the Asian market with a stream of cheap copies of watches.
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