NewLevel architects, logotype
 
author
Ilia Gruev
 
client
NewLevel architects
The logo express the concept of the constructive process like an unity of heterogeneous qualities - game and discipline, imagination and rationality, dynamic and stability, inspiration and pragmatism.
Graphically the project shows this idea through transition from free to stable form, from gesture to draft. In the beginning there is the impulse, at the end - the right angle. The main association is relevant to the embodiment of the idea and the inspiration or the spiritualization of the matter.