Aron Jones - Creative Direction & Digital Design
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Lexie Sport

Logo design, branding and editorial design for sports-luxe brand Lexie. I created the identity as well as all printed and digital material for the first 2 years since the brand’s inception.

 The name ‘Lexie’ is from the Greek Goddess Alexandra, meaning to ward off and protect. Therefore it felt suitable to create a marque that represented a shield but also retain an ‘edge’ that the British-born brand represented.

The name ‘Lexie’ is from the Greek Goddess Alexandra, meaning to ward off and protect. Therefore it felt suitable to create a marque that represented a shield but also retain an ‘edge’ that the British-born brand represented.

 The logo needed to be bold, strong and edgy. So I went about creating a series of marques taking influence from some of the geometric shapes found in the garment prints, eventually resulting in the Lexie logo you see today.

The logo needed to be bold, strong and edgy. So I went about creating a series of marques taking influence from some of the geometric shapes found in the garment prints, eventually resulting in the Lexie logo you see today.

 This approach was also applied to the logo name where parts of the characters are sliced off at angles, enforcing the brand image.

This approach was also applied to the logo name where parts of the characters are sliced off at angles, enforcing the brand image.

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