Lexsam Logo Exploration
Lexsam is a food distribution company. The challenge was to find some kind of visual icon that indicates food in general, which is very difficult to do since no one wants to refer to a specific food item to the exclusion of any other. Immediately, the leaf leaps to mind as it indicates nature and can refer to either fruits or vegetables while emphasizing freshness. Also leaves can easily be graphically abstracted into interesting visual shapes. Leaf shapes with some organic, rounded shapes were integrated with typographic wordmarks.
