LAX: A Logo That Breathes Modernity and Care

Jonathan Ramirez and Juliana Betancur Redefine CRM Branding

The conception of 'LAX' was driven by the need to visually communicate the essence of tranquility and customer care in a sector often perceived as impersonal. The designers embarked on a journey to create a logo that would not only resonate with the company's digital nature but also instill a sense of calm and approachability. The result is a harmonious blend of a heart symbol and pixel elements, encapsulating love and modernity, while the 'X' cleverly hints at relaxation, drawing from the words 'ChiLAX' and 'ReLAX'.

Distinctiveness is at the heart of 'LAX'. The logo sets itself apart by integrating a heart shape, a universal symbol of care, into its design. This strategic move addresses the common oversight of customer care in the automated world of CRM, thereby positioning the brand as one that truly values its users. The pixel motif further emphasizes the company's digital and data-centric nature, ensuring the logo is not just seen but felt in the context of a modern, tech-savvy audience.

The creation of 'LAX' was a meticulous process, leveraging the powerful capabilities of Adobe Illustrator and Photoshop. The design team's expertise in these software tools enabled them to craft a visual identity that is both versatile and scalable, ensuring the logo maintains its integrity across various media, from stationery to social platforms.

Jonathan Ramirez and Juliana Betancur's approach to the 'LAX' project was methodical, spanning over a four-week period. The initial week was dedicated to strategic planning, ensuring a solid foundation for the creative journey. The following two weeks focused on conceptualization, drawing insights from the study of human proportions and aesthetic history. The final week was reserved for the design execution, where numerous sketches and iterations were distilled into the final, impactful logo.

The 'LAX' logo is not just a static visual; it is an interactive brand element that plays a crucial role in attracting the right customers. Its application across various media serves as a beacon, guiding potential clients to a company that promises modern solutions with a human touch. The design team's challenge was to encapsulate these multifaceted concepts into a simple, yet powerful logo, and they succeeded with flying colors.

Recognition for 'LAX' has been substantial, with the design clinching a Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category for 2024. This accolade is a testament to the design's ingenuity and its contribution to enhancing the quality of life by intertwining art, science, design, and technology. Jonathan Ramirez and Juliana Betancur's creation is not just a logo; it's a statement of modernity, care, and relaxation in the digital age.