New ad agency Quality Experience, or QX, has a new shape-shifting logo created by &W. QX wants each of its clients to have a completely personalized experience when it works with the agency, so each client will see the agency through the lens of a customized QX logo.
“To further personify QX's brand, we created a 3D logomark that takes the shape of a living organism, embodying the brand's organic and ever-evolving essence,” says &Walsh in a Creative Boom article. “In this biosphere, the logomark breaks through the limits of its 2D shape, expanding into a 3D living organism.”
From floral to Gothic and from rounded to more geometric, the QX logo changes to match the client’s personality and purpose. The result is almost like a family crest that represents the union formed between the client and the ad agency.