OVERVIEW

SCOPE

Creation of a logo and colour palette

Typography selection

Imagery style

OBJECTIVES

Express the knowledge, expertise and mastery of the brand through typography.

Implement a system to differentiate the various sub-brands.

SOLUTION

Overlapping alphabets in a customised, iconic wordmark give GEX a cutting edge, dynamic look.

A sharp, professional sans serif font indicating expertise and mastery is used in a flexible concept that can be extended to additional sub-brands.

The sharp angles of the logotype, based on the diagonal cut of the X, can be used as a key graphic element of the brand across various assets to express the sharp, focused and forward thinking nature of the brand.

The red highlights give a subtle hint of direction through an arrow, indicating a company looking towards the future.