The founder, Mr. Emil Anton, wanted a strong and modern logotype to complement their existing crown symbol. The brief called for a unique design that could work seamlessly in both uppercase and lowercase, while harmonizing with the crown symbol.

Through extensive discussions and multiple iterations over three months, we arrived at the perfect solution which highlights the Alux mission: to improve “U”, their subscribers.

We shifted the focus to the “U” in Alux by underlining it in the same style as the Alux crown, enhancing the visual coherence between the wordmark and the crown symbol. This subtle yet impactful design choice strengthens the overall identity. Additionally, we refined the typography to ensure an organic flow and harmonious connection between the characters. The result is a sophisticated, modern, and powerful logotype that seamlessly complements the crown symbol, creating a unified and memorable brand presence.

Although the initial brief focused on creating the wordmark, we identified a few areas for improvement in the symbol.

To enhance its overall impact, we refined the design, adjusting the symbol to improve its aesthetics, harmony, and symmetry. These subtle tweaks ensure a smoother, more fluid visual experience, allowing the viewer's gaze to glide effortlessly across the logo.