Year
2023
Client
Kitson Leong
Category
Brand Design
This was a project commissioned by Kitson Leong, the director of a short film called Project Rot. A short horror film depicting ominous infomercials that quickly go astray, Kitson required a logo for the fictional company Apex Solutions, an unknown, faceless corporate entity mysteriously connected to the unsettling acts happening during the short film.
Kitson wanted to portray the AS acronym of Apex Solutions, paying homage to brands like Adult Swim, but instead, the AS would make up the "face" of a Corporate worker. He wanted to portray early 2000s VHS styles as well, keeping an eerie and unsettling feeling to the logo. I discussed the many directions we could go, as well as exploring the themes and stylisation of the film, and forwarded the idea to incorporate a simple animation to portray the AS as a head, without compromising legibility or effectiveness. Kitson really liked this idea, and after some discussion, we landed on the logo and animation below.
I really enjoyed this project, as creating for other people and projects and understanding their problems is one of my favourite things about my job. I get very passionate trying to find solutions and picking apart projects, so I was very happy when Kitson expressed how much he loved the logo and animation.
Kitson had an idea of a logo depicting a faceless business man, with the AS of Apex Solutions making up his face. He wanted it to feel unfriendly and ominous, so I went through multiple stages of this idea. I found it hard to incorporate all that he wanted within one logo, so i suggested we do an animated sequence he can put in his short film. I ended up with multiple sets of logos, and seamlessly animated them in After Effects, using grain and simple animation to give early an early 90s VHS feel.
