The brief:

Xpress Tees is a retail outlet offering on-the-spot tee shirt printing in the main shopping precinct of Surfers Paradise, Queensland. The opening of their second store prompted a rebrand.

The new logo needed to be appealing, clear, simple and easily interpreted both by english speaking and non english speaking tourists. The client also wanted to retain the existing colours of orange and blue.

The solution:

Using the the initials of X and T, we created four icons that morphed from the letters into a stylised graphic of a tee shirt, creating a simple infographic referencing the steps in the print process. While the existing colour palette of orange and blue are bright and attention grabbing, together they are harsh so we added aqua to soften as well as reference to the sea and nearby beaches.

marketing collateral:

logo
business card
signage
posters
flyers
digital directories

The result:

A strong vibrant logo that visually communicates to both english speaking and non-english speaking tourists and has the versatility to work vertically, horizontally and equally well as a single icon.