Client: Connexion

I wanted to share an interesting process I recently went through on a Branding project with a client. The company is a high end Print Consultant Firm called Connexion. Most people think that graphic designers come up with a logo in like 15 minutes and it's some mindless Typeface and Icon to quickly slap on a website or product. But in fact, an educated designer has a lengthy process that will ultimately flush out a unique branding solution that will give the client an edge in their market. My process always begins with me spending several hours trying to really get into the clients head... How does the founder feel about their company? What does it mean to the consumer? How should it speak to them? What sets this company and its product apart? If it was an animal, which would it be?... well, not that last question :) but I basically flush out any information that will help me come up with some creative concepts for my clients image.

So in the logo brainstorming session, the client wanted to incorporate a principle known as the Golden Ratio, that he felt helped describe his business. It's quite remarkable once you start looking into this principle. It's an equation that's been used by artists and engineers from as far back as the Egyptians, if not further back in time. It's believed to be the most aesthetically pleasing proportion. It's principles can be found in most anything in the physical universe... pretty crazy stuff.


So we explored the idea and incorporated this principle into the arms of the "X" in their company name (also making it their Icon or "Brand Mark"). The Golden Ratio will exist in the design of the website as well as other marketing materials. It was really interesting to me and fun to explore as a designer. Other words that I pulled from to create this brand: Intelligent, Diversified, Attentive, Nimble, Expertise, and Context. Overall the logo is modern & professional, and fits like a glove.