This was created for an open contest on 99designs. It was more playful than serious. An exercise in radical simplicity. I started, like many other designers in the contest, creating various iterations of birds (the company was rebranding from an existing design). To be honest, the versions of other designers were better than mine, so I looked for a new concept. This is what occurred to me: using two marks to represent both the wings of a bird, and evil eyes.
While it works as a concept, and is an extreme example of the principle of Saint-Expury (“Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away”), it probably wouldn’t work in the real world. The eyes/wings are too minimal to be used as a distinctive mark alone.
The fontface is altered to reinforce birds, by taking away the cross line in A. The font is a modern sans serif, while the kerning is intended to “stake territory,” in the sense of irreverence and street attitude.
The color was requested in the brief.