EXSquared

Brand • Design  • Writing • Site

In 2019, Rocksauce was purchased by EXSquared, a division of BHI, Inc. After a few years of being owned, I was able to convince the powers-that-be that the EXSquared  brand needed a refresh. The company's brand listed the name as EX², often causing confusion on pronounciation. I cemented the name as EXSquared. Next, I wanted a more modern logo that would actually fit into the dimensions of a square. To make that happen, I created the EXSQ mark. Since much of the work the company does is in the homebuilding space, I incorporated the silhouette of a house into the counterform between the E + X. 

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