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).