Surnis

A Brand Built to Shine

Surnis responds to the need for true, deep cleanliness by establishing itself as more than a service provider, it becomes a symbol of refinement, trust, and elevated living. The branding and design system were developed to reflect this mission: clean lines, balanced typography, and a modern logomark that subtly embodies transformation and space care.

The logo, with its stylized “S” forms and open structure, visually represents versatility, renewal, and the act of cleaning across different spaces. Yet, it is the overall identity, color choices that convey freshness and professionalism, typography refined for clarity and harmony, and a consistent brand voice, that communicates Surnis’ promise of precision and care.

This design solution ensures that every brand touchpoint, from logo to messaging, reinforces Surnis as a premium, dependable partner in maintaining spaces that inspire well-being, productivity, and peace of mind.

The initial typeface selected for the wordmark presented inconsistencies in its kerning, which disrupted the overall balance and readability of the logo. To resolve this, adjustments were carefully made to the spacing between letters, ensuring uniformity and harmony across the entire wordmark. This refinement not only improved legibility but also enhanced the brand’s professional and modern appearance, aligning with Surnis’ identity as a clean and precise service.

Moving on, while refining the typeface, I observed that the natural spacing between the letters r and n created an interesting opportunity to add extra story and depth to the brand identity. That subtle gap hinted at a home entrance, building and a residential space, qualities that align with the idea and core value preposition of Surnis. However, the font in its raw form, lacked precision and balance. To resolve this, I made a quick but intentional adjustment, ensuring the spacing felt purposeful and harmonious, while also reinforcing the brand’s refined and thoughtful character.

Furthermore, to maintain a sense of visual harmony and consistency within the logotype of Surnis, I made a deliberate adjustment to the type construction. While exploring the negative space created between the “r” and the “n”, I discovered that the form of the “n” carried potential for deeper storytelling, it subtly introduced a homely, apartment-like silhouette in its spacing.

To carry this visual rhythm across the entire wordmark, I decided to reuse this same “n” form to replace the original “u” in Surnis. By rotating the “n” 180 degrees, it naturally transformed into a “u”-like shape. This worked seamlessly because the “n” and “u” share inherent structural similarities. However, the “u” traditionally has a slightly more open internal curve than the “n,” so I made subtle refinements to balance that difference, ensuring the letter felt intentional rather than forced.

This adjustment not only preserved the integrity of the logotype but also introduced a layer of design consistency and attention to detail. The reinterpreted “u” aligns with the narrative of transformation, taking an existing form, rethinking it, and reshaping it into something new, just as Surnis aims to transform and refine spaces.

Less I forget, the logomark wasn’t just designed, it was engineered with style. Built on a clean grid system, every curve and angle was proportionally balanced, giving it that sleek, modern feel while still keeping a sense of warmth and approachability, and it’s precision meeting personality.