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Bēhance

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    Armani Exchange
     
    The youth-oriented fashion brand Armani Exchange had been using the letters “A” and “X” with a slash between them for years. The identity was well  known but visually weak. Chermayeff & Geismar & Haviv redesigned the mark, reversing the redrawn “A” and “X” out of solid blocks and creating an identity strong enough to hold its own against the brand’s bold advertising.
     
     
  • The letterforms were hand-drawn to make the diagonal strokes appear parallel.