Case Study: ADXPRS Logo Design & Logo Animation by The Logo Smith

Ongoing logo and identity design for ADXPRS (Advertising & Design Express Production System) based in Dubai, Saudi Arabia.

ADXPRS Logo Grid Alignments and Construction Designed by The Logo Smith Freelance Logo Designer-01

Logo and identity design process for: ADXPRS—Advertising & Design Express Production System (based in Dubai, United Arab Emirates), designed by The Logo Smith

ADXPRS is an online publishing system for companies to manage aspects of their own marketing and advertising, in a friendly and intuitive online environment.

ADXPRS Advertising and Design Express Production System Logo and Brand Identity Designed by Freelance Logo Designer The Logo Smith-2

ADXPRS Logo Deconstructed

The ADXPRS Logomark

The idea of the logomark developed through many iterations of other abandoned ideas and ultimately proved to be a mark that best captured the essence of ADXPRS.

The ADXPRS logo type is somewhat precise on closer inspection—none of those guide lines are surplus.

These precise foundations provides for good overall balance, alignment and intersection of various aspects of the typography with the logo mark, on the vertical and horizontal.



ADXPRS logo design by imjustcreative


ADXPRS Arabic Logo Translation

There is also a rather remarkable Arabic version of the brand name which was ultimately one of the main considerations with the design.

Very exciting to have been able to work on an Arabic version of a logo!

ADXPRS Arabic Logo Design


ADXPRS Logo Design Deconstructed

Simplified walk-thru (above) of how we got from the initial A, a paper plane and the cursor:

ADXPRS Logo Evolution

The fundamental association behind the logomark is that of a paper airplane. The paper airplane is something that anyone can make and instantly see the exciting results as the the paper plane flies and glides through the air.

With ADXPRS the message is not so dissimilar: it’s a flexible and efficient online system enabling anyone to produce visual results that are far superior to anything that same person might get with their PC and clip-art.

The logo mark reinforces the simplicity and efficient nature of ADXPRS as well as also being a stylised shape of the initial A. There is also a subtle nod to the everywhere computer cursor.





ADXPRS stationery design by Graham Smith

ADXPRS Logo Initials

ADXPRS Typography

The typography is Helvetica Neue Heavy with some mild customisations (above).

The main changes are to the A and X where I have adjusted the width of the X to better match the A (see the cyan circles on the logo deconstruction above). The magenta halo reflects the original Helvetica whilst the cyan reflects the new.

An alternative version was created for social media profile images and other online uses where space is of a premium. I adjusted the space of the main logo type so that when the ADXRP was hauled out and placed into a square container there would be equal space on all 4 sides.


ADXPRS Logo Options

The ADXPRS Logo Animated

How I love it when one of my logo designs is actually brought to life through some form of logo animation. It really quite a buzz to see all that hard work actually coming to life.

My first logo animation was a brilliant promotional video for for Feedly, and now I’be just got my hands on a short segment of a promo video that shows my ADXPRS logo flying into shot.

ADXPRS Logo Designed by The Logo Smith

ADXPRS Logo MockUp Poster The Logo Smith