Alux - Crown

Alux is an online media company that aims to help people improve their lifestyles through videos, courses, podcasts, and posts. They also have an app for those interested in the finer things in life. The channel focuses on business, money, travel, lifestyle, and luxury, and has a community of over 4 million people.

The founder, Mr. Emil Anton, wanted a strong and modern logotype to complement their crown logo symbol. The brief called for a unique element that could work in both uppercase and lowercase, and mesh with their crown symbol. Emil and I went through many discussions and various iterations to arrive at the perfect solution, which highlights the Alux mission within their logo: to improve "U", their subscribers.

We shifted focus to the U in Alux by underlining it in the same style as the Alux crown, creating a wordmark that is visually coherent with their crown symbol and impactful in meaning. We also worked on the typography to create organic flow and harmony between the characters. Together, we created a beautiful, modern, and strong logotype that deftly matches their crown.

Pictured is a render of the gorgeous Alux crown in frosted glass.

See the full project at https://www.behance.net/gallery/164818201/Alux