I was hired at the company’s inception to build their brand from scratch.

My first step was to redesign the logo they were using at the time. The goal was to keep the tangram aspect, but tighten it up and make it more sophisticated and modern. I also wanted to create a logo that looked more approachable because part of the company’s mission statement is to provide exceptional customer service. The new logo is made up of adjacent diamonds and triangles that form an abstract letter “C”. To add a subtle detail of friendliness in the logotype, the “R” and the “X” connect happily at the legs. Next I updated the color palette to brighten it up, making sure to also maintain a professional and serious tone.