As part of our preparation for the official launch of the LUXE Valet app, we embarked on a rebrand of the company. We want to convey a sense of professionalism, innovation, and trust in a modern, yet approachable visual style. Here is the final result, with the new company symbol, wordmark, and pattern.
For the symbol, I wanted find a shape that conveyed modernity, friendliness, and luxury without being overly complex. I explored different abstractions of a diamond and a forward chevron, and ultimately went with a diamond shape that uses color styling inspired by my exploration of the forward chevron. The diamond is a universal symbol of luxury, so I started with that simple shape and modified it to feel more approachable and modern
I chose Lato as our company typeface, and I wanted to stay as consistent as possible when working on our rebrand. I designed our wordmark by blowing Lato up, softening the stark edges or the corners, and modifying the "X" to echo the the styling of the diamond.
