A closer look at the Spektra logo I designed.

The mark fans out from a narrow point, while the wordmark leans forward. together, they give it a sense of movement without needing much detail.

There’s a lot of color in the wider identity, so the logo holds its own in plain white. Simple geometry with enough weight to stand up to everything around it.

This is fire, Daniel

The logo conveys the story

Sphynx or Markhor? Two very different logo directions, built for the same brand. One speaks to where the brand comes from. 
The other speaks to who the brand is for. Both had a reason to exist. Only one could define the identity effectively. Which one do you think the client chose? And if you’re curious about the thinking, debate and decisions that led to the final direction, I’ve broken down the full story in this post.

Markhor for me. The Sphynx is the cooler illustration, but the Markhor can carry a whole brand system without getting tired. One is a mascot, the other is an identity.