Zach McNair 👋

Unused Identity Refinement

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Unused Identity Refinement mcnair haus mark refinement identity logo design

Two of the core problems this client had with their original mark were that it required a change in shape when used in color and that it lost its shape and definition when reduced to smaller sizes. A more subtle detail in the original mark was it was riddled with imperfections that seemed more like oversight than natural.

The new mark I came up with addressed all these points while also being more circular and elegant, but was unfortunately killed off before its final stage of refinement (it's not perfectly symmetrical yet).

Thanks to @Matt Yow for some of his wizardry. What was taking me hours to try and accomplish took him five minutes. He's a wizard. Seriously.

Anyway. Here's to killed darlings. 🖖

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