Visual impact

Who says a name for clutches can't be creative? From the Latin word "nexus," meaning connection, Larsen created an entirely new, undeniably memorable name: Nexen. The six-letter palindrome (a word that reads the same backward or forward) was perfect for the back-and-forth motion integral to this manufacturer of clutches, brakes, and rotary motion-control products. The corresponding identity in a deep orange san serif typeface also highlighted the product line —and presented a pleasing symmetrical appearance for excellent brand recognition. Larsen also created letterhead, marketing literature templates, and a detailed visual system, outlining how to use the word mark in print, online, and on signage —for a clean, brand-consistent look.

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