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 of 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 discovered stylized, grid-constructed logotypes that suggest forward motion. Most are accompanied by a mark, but I decided to skip on that part.

I used the elements of geometry to construct the ELEMNTL logotype. I placed circles inside of squares, then removed parts of the shapes until I arrived at the final mark. I wanted the logo to have eight letters so it can be stacked, which is why I removed the letter ‘A’. This choice also adds more interest to the mark. The flexible weight of the logo aids when it comes to diverse application such as web, mobile, and print.