In 2020 JXE Lab, laboratory equipment and chemical distributor, headquartered in Philadelphia, PA, hired me for a complete brand identity development. The first element, JXE Lab logo, was created using the Combination Mark logo design approach starting with the minimalistic Lettermark for the initials of the startup’s founders. The hexagon addition is known as the Inside a Shape logo design approach and represents the shape commonly used in the chemistry field, symbolizing the brand’s industry. This well-balanced logo was selected by JXE Lab for its uniqueness and versatility.

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