Urban Trad Signs – Docklands Sign Writing straight off the Brush

Tokkia new Covent Garden Matcha hub, NGS sign writers Gilders.

Ghost sign Murals, signage NGS, NGS Team signwriters London Mission statements, office, Mall, Gym sign writing murals

YOU CHOOSE.

TOBACCO WHARF D1-2 OR DOCKERS GHOST D4-5?

NGS Urban distressed sign writing London Shoreditch

GHOST SIGNS LONDON Hand Painted Ghost Signs NGS of London Mural art & hand lettering | Font designer NGS Illustrations, Murals Sign writing Gilding

NGS Painted House numbers names Traditional sign writers of London NGS Dulwich Margate Chelsea signwriters

GOLDFINGER’S BALFRON TOWERS, POPLAR

THE OLD BLUE LAST

Seraina Baumgartner. Seraina Baumgartner is a contemporary Swiss graphic designer and letterform artist known for her refined use of classical Roman lettering traditions within modern design contexts. Her work frequently draws on historical serif typefaces such as Caslon, Baskerville, and Trajan, using their proportions and structural logic as a foundation rather than treating them as decorative pastiche. Baumgartner’s approach reflects a kinship understanding of inscriptional Roman capitals and early print book typography. Typefaces like Caslon and Baskerville populate her work through their balance of calligraphic stroke contrast and elegant forms, while Trajan’s influence is evident in her use of monumental capitals, classical spacing, and stone-carved strength. Her design agility references her work with a sense of classicism, authority, and legibility. The core qualities closely associated with Roman letterforms and her Italian/Swiss origins. What distinguishes Baumgartner’s use of these styles is her restraint and controlled scaling. Rather than falling into the common trap of many young graphic designers of overt overdressed graphic historicism. Seraina retains their essential principles — proportion, rhythm, and spacing hierarchy — and applies them to contemporary commercial worlds of retail layouts, wayfinding, and private house titles and numerals. This aligns her own heritage and design practice with a humanist modernist tradition, embracing classical Roman typography via the lens of Swiss graphic design precision.

TASTE THE PRIDE FOR TRUMAN

Dance West studio wall signage, NGS London

From Urban Minimals, to Soho Classics.

Seraina Baumgartner Sign Love. Seraina Baumgartner is a contemporary Swiss graphic designer and letterform artist known for her refined use of classical Roman lettering traditions within modern design contexts. Her work frequently draws on historical serif typefaces such as Caslon, Baskerville, and Trajan, using their proportions and structural logic as a foundation rather than treating them as decorative pastiche. Baumgartner’s approach reflects a kinship understanding of inscriptional Roman capitals and early print book typography. Typefaces like Caslon and Baskerville populate her work through their balance of calligraphic stroke contrast and elegant forms, while Trajan’s influence is evident in her use of monumental capitals, classical spacing, and stone-carved strength. Her design agility references her work with a sense of classicism, authority, and legibility. The core qualities closely associated with Roman letterforms and her Italian/Swiss origins. What distinguishes Baumgartner’s use of these styles is her restraint and controlled scaling. Rather than falling into the common trap of many young graphic designers of overt overdressed graphic historicism. Seraina retains their essential principles — proportion, rhythm, and spacing hierarchy — and applies them to contemporary commercial worlds of retail layouts, wayfinding, and private house titles and numerals. This aligns her own heritage and design practice with a humanist modernist tradition, embracing classical Roman typography via the lens of Swiss graphic design precision.

PUKKA URBAN BOLD TYPE

SOHO TO SHOREDITCH

The Coolest Top Brands trust our solid state ‘Knockem dead’ Sans Serifs and pure design experience.

Traditional Shop sign writing.London, Mary's Nightime 2 Mary's cafe

Wall murals painted London by Seraina Signs

EASY LONDON SANS

Magnificent Docklands Lettering. London’s best Boots ‘n Braces signs.

Brick Lane Sign Writer, Sign writing Seraina London, Renowned for Fine gold leaf interiors, Cafe sign painter London NGSeraina, lettering, on glass, Transom House Numbers gilding. Traditional Numerals for all London inc Dulwich, Clapham, Chelsea, Eaton Square, Pimlico.,

THat’s just so fuckin cool

12X3 Boxing Gym London.

Trad Twist Soho Retro FONTS

PART 2: FONTS OF DISTINCTION

A great RANGE of contemporary retro classics to inspire.

Our ability to make the ‘Old World Delights’ come to Life! Shown on this page and across the site using our Bespoke collections of London Vintage Roman, Soho and Docklands typefaces.

Bean feast Poplar type at Wolwich works NGS signs Beanfeast eatery signage

Today’s Branding Brushers

Above: Covent Garden cool type treats

Seraina makes the widest range of Pure By-Hand Brand Sign Designs

A true twist mix of lettering is what we do. Yes we can create classics for Barbour or Penhaligons, switch to Urban rustics for Le Labo and whatever else you can dream up.

We’re equally happy assisting and faithfully replicating your own design material or you need us to help create your brand ID.

The results are always strikingly beautiful, prompt and above the quality lines.

PART 3: CREATING NEW GENRES

Murano’s Docklands Stencilled Roman.

Engineering type ingenuity.

A new Legendary London deserving of

“Fashions fade, style is eternal.”

Yves Saint Laurent

STYLE OUTSHINES ALL FAD: It’s easy to taste the allure of new splashes of fashionista design trends… they instantly appeal, sugar coated, transient, beautiful, and are just plain yummy eye candy, nay addictive!

We all still love genuine, crafted, High Street design.

NG

OTON Brixton Village London Sign Gilding by NGS Seraina

Finding all our clients a meaningful lasting future High Street edge – Seraina gives it…

Today, almost instantly, uber sweetened Ai design styles become meteoric bangers, and over saturated mosh.

With Insta and Tic Tok coverage everything is ‘out of the bag’ and so ‘last years’ spam.

Our strategic, winning edge is the extra you’ll treasure.

Gilding-gold leaf letters on-Barbour-Leadenhall-Market-shop-store-signs-London-sign-writers-NGS-SIGNS

Need some ideas on pricing and availability?

NGSeraina@gmail.com

LEADENHALL MARKET STYLES: INSIDE OUR DESIGN PROCESS:

I crafted and chiselled away at my design drives, areas of deep interests, working hard perfecting the other counterpart of production and ever popular by-hand Sku delivery. Ironically I found my life’s work return to the tip of a fine, pointed sable brush.

As a masterstroke signwriter and graphic typographer I found myself drawn back to now working not so much from the screen based type faces, but to the raw facades of London. I was mixing paints in the winter cold and summer smog, alongside the new Shoreditch street artists, amid a capital breathing revival and a new creative agenda toward ‘by-hand’ and new era digital creativity alike.

Gym walls, Mission signs, wall graphics, s, Traditional Sign Writer NGS London. Marylebone, Mayfair,

“Fashion you can buy, but style you possess. The key to style is learning who you are, which takes years. ” — Iris Apfel.

Graphic design fell into categories of sharp fashion, right through the growing ranges into the historical archival alphabets, which were birthed in deep antiquity (200 BC), to mid century and the more recognisable modern day brand design era (1905 – London Underground – Frank Pick influence).

These timeless ‘influencers’ literally shaped mine and many fine lettering artists lives.

Today those ordinary lives and extraordinary shapes are presented here. Reflective, gracious, and time honoured… yet always convergent, dipped in freshness of London’s future trends and styles.

SERAINA SIGNS

rEGENT sOUNDS RESTORATION GLASS GILDING ngs NGS Glass gilding Traditional Sign Writer NGS London. Marylebone, Mayfair, Soho,

Let’s start your next sign project!

NGSeraina@gmail.com

Trad Twist mix NGS soho Retro, Gold Leaf Shop window signs, House Numbering, Painted brickwork lettering, Office wayfinding missions NGS interiors Sign Writer, NGS Sign painters London, NGS Sign Writers London. Traditional Signwriting.

PART 4: CLASSIC LONDON TYPE. Gill Sans Bold Condensed for Regent Sounds and Johnston RESTORED Type for McGlashan’s

For McGlashan’s we noted their desire for Baker St/Marylebone heritage and era mood. Our fine tuning included polishing kerning and introducing some micro characteristics found in the Baker St. station heritage Johnston signage.

We call Baker St our typographic ‘Johnston museum station’. It’s featured on our APP, adorned with original signage typography in situ in that fabulous station.

NGS Copperplate in Red & Gold

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FANTASTIC LONDON SHOP SIGNS GENRES

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Docklands, Spitalfields Market Type Face Sign Writing

Published by NGS SIGN WRITING on May 6, 2026May 6, 2026