PureWrx

PureWrx is a company that sells Certified Pre Owned IT Hardware. PureWrx has evolved so much in the past 5 years, so they kept their brand on the generic side to accommodate their many roles. This is their original brand logo and color system: 

The brand was experiencing a few issues, besides not being particularly recognizable. The first was that the difference in type thickness in the logo caused difficulties when printing. There were a few things they couldn’t get made because the WRX was too thin to hold its own on certain materials, like screen printing and embroidery. Another issue was the pronunciation of the company name, which is pronounced Pure Works. In the logo above, the all caps WRX leads one to say each individual letter, like an acronym. Customers were saying “Pure W R X” and this was preventing them from brand recognizability because their name wasn’t sticking.

I was tasked with rebranding the company. My challenges were not only to give the company a recognizable identity, but also to solve these problems.

We started the rebrand by focusing on the logo. I wasn’t given much direction, except that the company was trying to be more recognizable as a secure and certified option. Generally when I am not given much direction, I brain dump. A brain dump is where you get every idea out of your brain and on paper, and as a designer, its a lot of fun.

These logos and doodles are the result of several meetings and brainstorm sessions. In the end, we ended up zoning in on the set of logos with the checkmark in the W. We decided on this concept for a few reasons. First, it looks nice, and is a clean and conceptual solution. It also solves all the issues mentioned earlier. The letter weight is consistent throughout the logo, optimizing it for print, and the pronunciation is made more clear by the sentence case letters.

I tightened up the logo in Adobe Illustrator and made some finishing touches, giving us this final result:

After everyone was happy with the logo, it was time to focus on the rest of the brand. Next up was our brand colors, typefaces, and verbal identity.