NXG Company
ROLE:
Logo Design
Founded in 2009 by Alexander Chung - With several major accolades under its belt, NXG Company is considered one of Edmonton’s most elite dance companies. NXG has competed/performed in both local and international competitions/events such as World of Dance (Edmonton, Vancouver, Los Angeles, Las Vegas, Hawaii), Artists Emerge (Edmonton), Represent Dance Competition (Edmonton), Arena (Los Angeles) - just to name a few.
THE OBJECTIVE
To design a new logo as a celebration of its 10-year anniversary. The new design is to reflect the company’s strong influential presence in the community and honouring its rich history and bright future.
The Symbol
The new logo is simple yet interesting, serious but approachable, and with a modern royal touch. The inspiration started with the word, “rebirth” and that started the exploration with the phoenix which is a symbol of transformation, renewal, strength, fire, and its undeniable presence.
The goal was not to create another bird logo but to explore other angles to construct and deliver a unique symbol. The clean lines comes from the idea of a royal gate, a representation of both protection and honouring the family and its legacy yet still be open to welcome everyone else. The shape of the body and wings form the initials (NXG) and the X in the middle symbolizes the 10-year anniversary.
