Design: Bashar Shash
The main idea for the concepts of this branding came from the name itself, we used the “EX” as an emblem and tried to give the rest of the branding an unconventional approach. The challenge was to develop a strong and communicative image, that is different that we are used to see but it’s just as credible. We developed a custom typeface that uses the same edges as the icon. By using the same style in both the icon and the typeface we guarantee that they work well together and are easily recognizable as a whole. The colors where picked mainly for the digital world, to reinforce the unconventional characteristics of the branding and help distinguish from the other companies in this sector.