{"id":1570,"date":"2023-10-01T10:00:15","date_gmt":"2023-10-01T10:00:15","guid":{"rendered":"https:\/\/morganmallett.com\/?post_type=avada_portfolio&p=1570"},"modified":"2025-06-03T23:20:19","modified_gmt":"2025-06-03T23:20:19","slug":"exit-chex-wordmark","status":"publish","type":"avada_portfolio","link":"https:\/\/morganmallett.com\/index.php\/portfolio-items\/exit-chex-wordmark\/","title":{"rendered":"WORDMARK + BUSINESS CARD"},"content":{"rendered":"

Wordmark + business card<\/h2>\n

Designs for \u200ba company that independently evaluates employee satisfaction<\/p>\n<\/div>

<\/span><\/div>

Overview<\/h2>\n

My role: Art Director and Designer<\/span>
\n<\/span>Industry: Business management<\/span>
\n<\/span>Duration: 1 week<\/span><\/p>\n

THE CLIENT<\/span><\/h3>\n

Exit Chex is an unbiased third party that conducts confidential interviews with employees to help companies better understand their work culture and environment. Whether it\u2019s an exit interview, or an interview with current employees, information Exit Chex gathers is typically more candid than that obtained by internal HR interviews\u2014and can offer poignant insights into a company\u2019s employee satisfaction (or lack thereof).<\/span><\/p>\n

MY ROLES + RESPONSIBILITIES<\/b><\/b><\/span><\/h3>\n
    \n
  • Art Director<\/span><\/li>\n
  • Designer<\/span><\/li>\n<\/ul>\n

    OUTPUTS<\/b><\/b><\/span><\/h3>\n
      \n
    • 1 logo with 2 variations<\/li>\n
    • 1<\/span> icon with 3 variations <\/span><\/li>\n
    • 1 business card<\/li>\n<\/ul>\n

      TOOLS I USED<\/b><\/b><\/span><\/h3>\n
        \n
      • Adobe Illustrator<\/span><\/li>\n
      • Adobe Photoshop<\/span><\/li>\n<\/ul>\n<\/div><\/div><\/div>
        • <\/span><\/li>
        • <\/span><\/li>
        • <\/span><\/li><\/ul><\/div><\/div><\/div><\/div><\/div>

          Above: Final versions of the Exit Chex logo<\/i><\/p>\n<\/div>

          Phase 1: discovery<\/h2>\n

          The client needed a wordmark\/logo and business cards for their newly-launched company that exuded trust, expertise, and approachability. They also wanted branding that communicated \u2018investigation\u2019 and \u2018success.\u2019 Colour was particularly important to the client\u2014they felt strongly about using yellow\u2014a colour that (in their view) was authoritative, yet approachable.<\/p>\n

          INITIAL RESEARCH<\/h3>\n

          I first collected an array of security-focused logos, and then independent HR company logos. There were a mixed bag of treatments\u2014from minimal to super colourful logos. Puzzle pieces and shields tended to be referenced in imagery in both industries.<\/p>\n<\/div>

          <\/span><\/div>

          Above: Examples of logos and imagery used in the security and HR industries<\/i><\/p>\n<\/div>

          Phase 2: research + define<\/h2>\n
            \n
          1. I researched typefaces used in the security and independent HR industries<\/li>\n
          2. I downloaded 12+ typefaces and began testing them to see if they fit the design brief<\/li>\n
          3. I researched colourways to see which combinations supported the concept, and which didn\u2019t. I incorporated yellow in many of my explorations because it was key to the design brief.<\/li>\n
          4. I explored the concepts of \u2018seeking\u2019 and \u2018identifying\u2019 in the logo, and this is where the eye and magnifying glass iconography came into play<\/li>\n<\/ol>\n<\/div><\/div><\/div><\/div>
            <\/span><\/div>

            Above: Excerpts from my ideation process<\/i><\/p>\n<\/div>

            Phase 3: design + ideation<\/h2>\n
              \n
            1. I created 10+ variations of the logo and narrowed down possible typefaces to 3<\/li>\n
            2. I designed 5+ icons that could be used together or separately with Exit Chex\u2019 wordmark<\/li>\n
            3. I used scale, kerning, leading and tracking to refine the wordmark\u2019s typography<\/li>\n
            4. I tested the logo\u2019s legibility at various sizes and in different contexts<\/li>\n
            5. I chose Atrament typeface for the final logo. I found its geometric structure and rounded edges struck a nice balance between \u2018authoritativeness\u2019 and \u2018approachability.\u2019<\/li>\n
            6. I edited the wordmark\u2019s accompanying magnifying glass\/checkmark icon so it blended with Atrament\u2019s type style<\/li>\n
            7. I created 3+ versions of an Exit Chex business card with the finalised logo<\/li>\n<\/ol>\n<\/div>

              Phase 4: delivery and implementation<\/h2>\n
                \n
              • I made final adjustments to the wordmark and icon<\/li>\n
              • I converted the logo into print and digital formats<\/li>\n
              • I transposed the business card into a printable version, and sent it to print<\/li>\n<\/ul>\n

                Results<\/h2>\n
                  \n
                • 1 logo with 2 variations<\/li>\n
                • 1 icon with 3 variations that can be used with or without the logo\u2019s wordmark<\/li>\n
                • 1 set of business cards<\/li>\n<\/ul>\n

                  FUTURE CONSIDERATIONS<\/h3>\n

                  If I\u2019d had more time, I would have loved to explore die cutting options for the business card. I would have also loved to create stickers with the magnifying glass icon.<\/p>\n

                  WHAT WAS LEARNED?<\/h3>\n

                  I learned that choosing the right shade of grey can really make or break how yellow communicates in a design. Grey can either cheapen or add value to a design\u2019s look (when paired with yellow)\u2014it all depends on the colours the grey contains.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":2535,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"footnotes":""},"portfolio_category":[67,66],"portfolio_skills":[],"portfolio_tags":[],"class_list":["post-1570","avada_portfolio","type-avada_portfolio","status-publish","format-standard","has-post-thumbnail","hentry","portfolio_category-branding","portfolio_category-creative-direction"],"_links":{"self":[{"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/avada_portfolio\/1570","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/avada_portfolio"}],"about":[{"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/types\/avada_portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/comments?post=1570"}],"version-history":[{"count":80,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/avada_portfolio\/1570\/revisions"}],"predecessor-version":[{"id":3474,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/avada_portfolio\/1570\/revisions\/3474"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/media\/2535"}],"wp:attachment":[{"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/media?parent=1570"}],"wp:term":[{"taxonomy":"portfolio_category","embeddable":true,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/portfolio_category?post=1570"},{"taxonomy":"portfolio_skills","embeddable":true,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/portfolio_skills?post=1570"},{"taxonomy":"portfolio_tags","embeddable":true,"href":"https:\/\/morganmallett.com\/index.php\/wp-json\/wp\/v2\/portfolio_tags?post=1570"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}