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ABLEx Experience Consultants

The owner of ABLEx Customer Experience Consultants, Ashley, asked me to redesign her logo. The original logo was designed by an online design service but, after having it revised three times, Ashley still wasn't happy with the outcome. It contained all of the components she requested but they were just thrown together without much thought to the mission, vision, or values of ABLEx.

I sat down with Ashley to discover her company's "why." What made ABLEx unique and what value did it bring to its clients? She explained that her mission was to help her clients delight their customers by providing excellent experiences. The name ABLEx is a combination of "able" and "experience," words that symbolize what Ashley does for her clients. The sparrow represents the spirit of the company and the delight she brings to her clients.

Once I understood Ashley's goals for ABLEx, I began sketching ideas. The challenge was harmonizing the X and sparrow elements in the logo. Most successful logos have a single “visual hook” but ABLEx had two.

The final logo is more dynamic than the original; a bird in flight carefully balanced over a much stronger X element. I also created iterations of the logo for multiple sizes and applications, giving Ashley a flexible and scalable identity system rather than simply a logo "stamp." 

 
From left to right: original ABLEx logo, some early concepts, and the redesigned logo.

From left to right: original ABLEx logo, some early concepts, and the redesigned logo.