Having a logo that had served local fuel company, Express Petroleum, well since their early days as a startup, it had become necessary to develop a new mark that could live happily alongside their existing wordmark as they began to grow and take up new positions in the fuel market.
My solution was to hone in on the letter X. Giving it the same thick-stroked treatment to connect with the wordmark, I used it to depict the wave of forward momentum that the company had created and will continue to ride into the future.
I amended and refreshed their brand identity guidelines to allow a uniform roll-out of the refreshed brand across all corporate stationery, signage, livery and retail fuel station sites.
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