A comprehensive facelift for Polarity Management in anticipation of the release of our Polarity Management Assessment Process (PMAP) software platform.

Trajan Pro is perfect for Polarity Management’s identity: professional, strong, and legible, displaying confidence and style with crisp serifs and sweeping open curves.

I also sought Trajan for its high stroke contrast, which I carefully matched when creating and integrating the infinity loop glyph into the logotype — right down to the arrow heads that mimic Trajan’s serifs.

As a small cap font, Trajan sets a very stable baseline and x-height and lets the initial caps hint at the PMA acronym, segueing seamlessly into to the 3-letter logotype variation.

The integrated infinity loop gives a graphic pivot point around which the logotype can be arranged in several ways — long and horizontal, stacked, or abbreviated.