Coshx is an experienced technology partner for businesses needing custom UI/UX design, application development, cloud engineering, staff mentoring, and strategic technology consulting. Our goal is to help blend technology and business. We believe in helping the two work together through close collaboration and clear communication that extends beyond the development cycle. We genuinely value client happiness and product success. Our team members have diverse talents and roles, and all of our engineers are trained to be lead developers who can see the big picture and guide a project where it needs to go. In doing so, we are able to build better businesses through our code and make our clients' lives easier.
Brand Attributes
The principal role of a logo is to identify, and simplicity is its means. Its effectiveness depends on distinctiveness, visibility, adaptability, memorability, universality, and timelessness. To help figure out the core values that need to be reflected in branding, I did an exercise with attributes.
Exploring Ideas
After sketching many ideas, I finally found a few promising directions. Next, I spent time exploring a few selected symbols, testing them to make sure the final decision was justified.
During research, Option 1 was discarded. The reason was that a similar mark already exists and was created for a company named Contract Introductions Inc. in 1963. It seems the company no longer exists, but I did not want to take any risks.
Option 6 was also discarded after some usage testing (print, web, walls) because it felt too sharp and sterile. The abstract notion of the letter X did not feel right and it did not work well with the defined brand attributes.
I continued with the others...
I started using the logo shapes and placing them on walls to see how they interact with reality and their surroundings.
Options 2 and 4 were interesting, and I still really like them. Option 2 looked well-balanced but had a very dull rhythm and was fairly uneventful, so I decided not to pursue it anymore. Option 4 was totally abstract. It had the X inside a circle and worked well as a symbol, but it also felt too corporate even though I tried to tone that down with the font type. Option 4 was also the total opposite of all previous coshx logos.
After exploring the negative space and how they function when logos are huge or very small, there were some issues, and based on my previous comments, I discarded these two options.
The idea behind Option 3 was to tie together the attributes of math, happiness, connectivity, success, exploration, technology, and infinite possibilities.
The coshx (x) curve was incorporated as negative space. It feels nice, it acts nice, and it's really simple. It looks good on paper, on walls, and works with almost any color, but it did not feel coshx enough.
After all the testing and following the documents written by the team, I made an important decision to evolve the direction with a simple logo symbol that is familiar and close to the previous coshx logo iterations but also full of potential.
The name was changed from coshxlabs to coshx, so I tried not just to simplify the name but the symbol as well.
Simplicity sells. Remove the border, remove the arrows, remove the vertical line, keep the basics, stay familiar, and play with the shape.
Now let's apply the attributes!
A human smile is an upward curve. Being happy forms an upward curve. When someone reaches a goal or is successful, they celebrate with their hands up, which again forms a curve. Explore means going through phases of a full circle. If you split the circle, you get a curve. Build—because we have a great foundation of knowledge and experience which creates a brick holding the curve. Math—because it's an obvious connection with the name and because we are "math smarts" dealing with difficult things others won't and creating simple solutions. Design—because it's all vectors and they all create curves. Code—because brackets are curves. Growth—because we help clients reach success.
The Final Selection
After exploring various directions, I selected a logomark that best captures the brand attributes. The curved form is bold yet approachable, simple yet distinctive. It works equally well at both large and small sizes and translates effectively across different media—from print to digital, from walls to business cards. The final mark embodies the essence of coshx: mathematically inspired, human-centered, and full of potential.
