Logo Type
We began the logo development stage by typographically exploring the possibilities of a few variations of the word Excel... and eventually made the decision to use ‘Excelsum’ due to that being the gender neutral form of the word and our products have no gendered ties.
After evaluating a number of the typographic design treatments the decision was made to go with the treatment of which held no aesthetic addition to further reinforce and support the conceptual side to out branding of true clarity. This was resolved by ensuring that the final logo was just a simple well balanced and typographically set logotype with not additional graphic elements
Typeface
Now that the decision had been made to only implement effective and professionally executed typography as the brand identity the next decision was what typeface would the logotype be set in.
We made the decision to use Apercu by the font foundry Colophon due to the fact that its geometric and bold form conveys a sense of not only brans reliability but also conveys an approachable demeanour. Perfectly representing the brand identity. The decision was also made due to aesthetic-al reason that the typeface also well suits use within the Swiss modernist style were pursuing.
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