Second brand identity concept for CtrlShift. A brand within the creative technology, cultural and media indstury. We’re hosting Events, talks, content, and community at the intersection of creative  intelligence, generative storytelling, and creative coding. The logo features a modern, intelligent logomark built around a three-phased star symbolizing curiosity, signal throught the noise, and transformation. Constructed from sharp vertical lines with varying stroke weights, it creates a subtle optical illusion that reflects the brand’s core idea of clarity emerging from complexity. The three phases are conceptually tied to the brand name - Ctrl, Shift, and the final outcome: taste. This is paired with a confident, taste-led wordmark blending script and serif typography to spark intrigue and character.

Disclaimer: As you may notice, this concept contains some elements of the graphic language we ended up with in the final (previously posted concept), since it was a product of a unification among the first and the second direction. As a recommended solution, after couple of iteration sets, the goal was to adopt majority of the elements from this concept and harmonize them with the selected one to create one unity and expand the entire design system.

If you haven't, you can see the final direction here.

Feel free to like, comment your opinion and follow, kindly appreciated.

Love this mixing of type in the logo! That is something that will always draw me in.

A Dubai-based wellness project built around the idea that wellness goes beyond relaxation, it’s about transformation through the senses.

Using lines, circles, and textures, we translated an entire sensory world into a visual identity.

Still one of my favorite worlds I’ve had the chance to build.

Curious, what’s one brand element that made you feel something beyond just liking how it looked?

this is GORGEOUSSSS woww! 🔥