X marks the spot
American company Xcite wanted a logo that was strong and powerful - a logo that expressed impact.
At the same time, the wish was that the logo was a unique identity that spoke its own language in the business.
I designed this logo where the normally sharp X is made softer by wrapping it around itself.
The name is set with typeface Helvetica, bold and wide, to establish weight to support the strength of the logo.
The color scheme is set to support the impact and identity of the logo.
The unique color scheme is designed, so that Xcite can brand themselves on the colors alone, without having to use the logo.