Where Passion, Meets Purpose

Flux

Client: Santos Echevarria Santos and his partner were looking for a logo for their Black Desert Online community they established, and needed something professional for what they were looking to do beyond just a simple "clan." They wanted to illustrate something elegant that incorporated crystals in some way, and was reflective of the name "FLUX".

Phase 1: Exploration Sketch
Phase 1: Exploration Sketch
Phase 2: Exploration
Phase 2: Exploration
Phase 3: Font and icon
Phase 3: Font and icon
Phase 4: Color
Phase 4: Color
Phase 5: Refinement
Phase 5: Refinement
Will explored several themes throughout the production of this logo, including visualizing energy, incorporating an infinity symbol, representing crystals, and more. Ultimately, Will and Santos landed on utilizing the iconography from energy and crystals emerging from the core, with a cutout in the word "FLUX" to compliment the already existing ideas of representing energy, reminiscent of the infinity loop.
Through working with Will, Santos and his partner were able to build a strong community for Flux, legitimizing their organization and increasing recruitment efforts by 57%.
Logo treatment
Logo treatment
Flux landing page
Flux landing page
Vertical variant
Vertical variant
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