Creating the face of Atlas

After the formation of a new W Strategies service bundle, I was tasked with turning the name Atlas into a brand. I developed with a focus on future-proofing. Atlas is the brand of the primary offering and should intrinsically be expandable. Atlas as a wordmark helps keep this in check.

While in development, I experimented with many concepts using negative space in the 'A' with geographic and even astronomical elements. With three major final iterations, the team and I ultimately agreed on the third option. With the second iteration taking inspiration from a compass star, I felt it may have been too complicated of a shape for this typeface, even without added details.

The final design utilizes a navigation symbol and curved lines in the counters of the letter A. These elements can even be interpreted as a spaceship ascending from a planet.