Supermarket chain

Logo designed for a supermarket chain. We were contacted by representatives of the supermarket with clear – and shared – intentions to avoid obvious images such as piggy banks or money icons which have not only been used to exhaustion but also degrade the idea of ​​quality and service excellence.

For these reasons we decided to emphasize the strongest letter of the supermarket’s name (“X”), which was designed in a way that shows an intersection of roads and a meeting point. The rounded edges give it a friendly appearance while the lack of visual balance in the form of the same “X” gives the feeling of dynamism, agility and speed. To accentuate this idea, a small “movement” design has been added before the image (although the logo works with or without it).