Quarter 20

We were asked to help make some [tiny] updates to an existing logotype for an agency here in Chicago, IL and create an updated brand guidelines for their employees to use.

 
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The Insight

The Q20 team wanted to work to make their logotype a bit more structurally sound. The feeling was that the typography lacked the attention to detail required for a company that works on such finely tuned projects.

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The Process

We stared with the the letters that felt like they needed the most work. The “Q” was the most important to us and we knew it needed to be able to stand on its own. It’s built to feel more compact and even has a subtle nod to the “20” in the name.

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The Final Product

While the updated were seemingly minor, the refinement makes for a more structurally sound logotype. With the recreation of some of the letters from the ground up, we focused on the details that the average person many never ever see, but make all the difference.

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