AE - andrelvas . logo creation process

Creation process for the AE logo, André Elvas's earlier personal mark. The symbol adds up four ideas, mountain (challenge), A (André), E (Elvas) and pencil (visual arts), in one thin line that reads A and E at once. Mint-green and orange-red palette, Clan Pro typography, and applications on posters with double-exposure photography and patterns of the repeated symbol.

The A's peak marks the point of ascent; where the strokes meet is the join between ideal and practice. Pencil sketches, a construction grid and five colour tones with attributes (refreshing, calm, optimism, exotic, creativity) close the study.