This project was for a company, Lightspeed, to create a logo design.

To generate ideas, I began by sketching five initial logo concepts. These sketches allowed me to explore different visual representations of tube travel, speed, and dynamism. After the sketching phase, I presented the concepts to the client. Choosing the third sketch, I proceeded to refine and develop this concept further.

For the Lightspeed logo, I chose the Avenir Next Condensed typeface. This typeface was selected for its modern, clean, and futuristic aesthetic, aligning well with the concept of tube travel. The typeface effectively complemented the visual elements of the logo design, creating a cohesive and balanced composition.

With the selected concept and typography, I refined the design by focusing on details such as proportions, spacing, and alignment. The selected concept effectively conveyed the speed and dynamism of tube travel through its sleek and streamlined form. The use of black color added a sense of sophistication and elegance to the design.