imexha re-design

LOGOTYPE RE-DESIGN

My task was to re-design the existing Imexha logotype to make it more compact, legible in smaller sizes while keeping its characteristic appearance. 

CLIENT

Imexha Agentur  für Wohnkultur, Zürich
Brigitte Bartholémy

before & after

The initial logotype was not designed by Atelier Tschachtli.

goals

BETTER LEGIBILITY

Synthetic names are often more difficult to read at first. To optimize legibility, I changed the angle of the "x" strokes which greatly reduces the visual similarity to  the letter "t" (imexta). The small size of the tag line in relation to the logotype has been increased. This way the logotype-tagline combination can be used relatively small while still being legible.

SIMPLER SHAPES

The re-designed "x" forms a ligature to simplify the connection to the letters "e" and "h". I was able to use the existing curvature to form one of the "x" strokes resulting in an overall simpler logotype while  keeping its characteristic motion.