ADXPRS: My Latest Logo Design Using Helvetica Typeface


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

Just a quick run through on what the logo mark represents. The essence of ADXPRS is that it is an online publishing system for companies to manage aspects of their own marketing and advertising in a friendly and intuitive online environment.

Arabic Translation

There will be an Arabic version of the wording which I am currently working on which was one of the main considerations with the design. All exciting stuff.

The Logo Mark

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

The fundamental meaning behind the logo mark is that of a paper airplane. The paper airplane is something that a child, or anyone for that matter, can produce and instantly see the exciting results as the the paper plane flies and glides through the air. With ADXPRS the message is the same: 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 stylized shape of the initial A. There is also a subtle nod to the everywhere computer cursor.


The ADXPRS logo type (above-view enlarged version on Flickr) is somewhat precise on closer inspection—none of those guide lines are surplus fancy bullshit. 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.

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

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 ADXP was hauled out and placed into a square container there would be equal space on all 4 sides.


Written by: Graham Smith: The Logo Smith
1st Posted: 2012/03/23 & Post Updated: 2017/05/30
Filed In Categories: helvetica, Logo Process, Portfolio

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