This branding design makes sure that in every product and presentation of the company, there is at least one form of its logo. The appearance of the "x" doesn't even have to be full. It can be partially shown, and because of the simple, yet recognizable logo, the audience is able to assume what the product is.
NSS 2014 | Lava Graphic Design, Amsterdam
Fraher architects Visual identity system for London based Fraher architects. Our concept is based on the visual language of architecture. The logo is based on the plan view of the letter F. The intersecting compartments create a simple graphic device for containing text, images and texture. A vibrant red accent colour supports the minimal yet functional aesthetic. Applications include: suite of stationery, website, internal documents and presentation materials.:
This is successful as, despite its simple linear lines, the idea of a running man is obvious. You can then see how they were able to replicate this form in to a pattern for the rest of their collateral, which adds complexity to the brand as a whole.