From the beginning, SpinX was adament about not using an identity that fell in line with their competitors. This mostly consisted of color schemes that relied on primary colors like red and blue along with overly detailed illustrations. For the first round of the project, the initial concept was to let the name of the brand be the main component of an emblem based composition. After reviewing the concept with the team, there were two points of feedback that were made apparent to us. The emblem based format and chosen typeface more resembled an event or tournament, rather than a premium coaching service. Also, it could be easily misread as "Spinx" rather than "Spin-X." However we needed to find a way to put emphasis on the X without styling it differently from the rest of the mark or using punctuation. With this feedback, it was agreed upon to simplify the logo into a design that combines a cleaner typeface along with a simple versatile brand mark that could stand on its own allowing the team more usage flexibility in their marketing channels.