ELEMENTL

ELEMENTL is an action sports clothing brand. It was established by two surfers who also enjoy skateboarding, Fire Poi spinning and skydiving. Their target audience is people from the action sports community, and the goal is to bring as many action sports cultures together as possible.

My research was aimed at discovering an appropriate style for the logo. I collected the logos of skateboarding, snowboarding, and surfing apparel brands. I researched stylized, grid-constructed logotypes that exuded forward motion. Most are accompanied by a mark, but I decided to skip on that part.

I used the geometric elements to construct the ELEMNTL logotype. I placed circles inside of squares, then removed parts of the shapes until I arrived at the final mark. In order for the logo to be easily stacked I removed the letter ‘A’, which also resulted in a more pronounced mark. The flexible weight of the logo makes it very versatile when displayed in various platforms such as web, mobile, and print.