The assignment was to create a unique letterform logo for Xerxes Hardware company that would incorporate an object mixed with a letterform to be presented as a visual connection making an original, unique brand company solution.

I started out with brainstorming of different companies that I could use. I saw a picture of a wrench and thought that it would be an interesting form to utilize. As I drew out one wrench I thought about drawing out three other wrenches to make the letterform of the letter "X". I then saw that the negative space could also make up the letter "X". After some thumbnail sketches the logo started to take form of how I was envisioning it, I played with color and wanted to keep it cool and sleek as possible so I ended with a cool blue/gray color for the mark. Then I played with pairing type and ended with Aktiv Grotesk and rounded out the edges of the font to pair it nicely with the mark because all the edges I had rounded out.

The mark successfully combines the object and letterform together to make a unique and cohesive trademark solution. I would take this mark to be expanded further to making it a branding solution.