For design aficionados frequenting Abduzeedo, the Apex Linear branding and visual identity will undoubtedly emerge as an exemplar of minimalist, professional design. Saul Osuna, the genius behind the project, has orchestrated a symphony in design that epitomizes both substance and style.
Apex Linear stands as a vanguard in the realm of product development and research solutions. Their collaboration with companies is legendary, shaping next-gen tools like pioneering 3D printer technology, electronics, and mechanical marvels. When innovation intersects with function, Apex Linear’s influence is palpable.
Diving deep into the project details reveals Saul's strategic thinking. Representing a USA-based client like Apex Linear demands precision. Saul's strategy, art direction, and graphic design choices are manifestations of this exacting approach.
Font selections – Antarctica and GT America Mono – harmonize seamlessly with the color palette. Black and white lay the foundation, while shades of blue and orange add vibrancy, enhancing collateral and other visual identity materials. Interestingly, the logo remains untouched by these hues, preserving its stark, contrasting impact.
However, it is the design description that truly captures the essence of the brand. The logo, a brutalist emblem, encapsulates the brand's ethos in its sheer simplicity. Saul employs two tilted rectangles (or parallelograms) to form an abstract 'A', with a subsequent parallelogram tracing the middle one to evoke the 'L'. Together, they encapsulate the initials of 'Apex Linear'.
Saul Osuna's creation isn't just a visual identity; it's a testament to how design, when executed with purpose and precision, can capture the very soul of a brand. In the vast sea of branding, Apex Linear, under Saul’s deft touch, remains an island of minimalist mastery.
Branding and visual identity artifacts
For more information make sure to check out Saul Osuna on Behance or follow him on Instagram.
