2XU Logo Exploration

This is an exploration on how to improve upon the current 2XU logo better represent its brand. The final design is shown below, as well as the logo exploration process.

The new logo design attempts to produce an exciting feeling and sense of self-worth and potential. Based on 2XU’s competition, brands such as UnderArmour, Nike and Skins have transitioned into a single iconic logo. The potential logo designs for 2XU explores the option of having the “X” become the icon of 2XU, with potentially removing “2” and “U” altogether.