Logo Exploration

The exploration phase focused on balancing performance and polish, capturing the energy of automotive culture while maintaining a refined, modern aesthetic. Early concepts experimented with motion cues, speed lines, water symbolism, and spark details to reflect the car wash environment.

Final Logo

The final mark centers on a bold, geometric wordmark designed for clarity and confidence. By removing decorative elements explored in earlier concepts, the solution prioritizes legibility, scalability, and long-term adaptability.

Color Palette

The primary green was selected for visibility and memorability. Paired with deep navy, the system balances energy with precision.

My role

While at Gale Partners, I developed multiple logo directions for MOJO. The selected wordmark was my design and formed the foundation of the final identity.

I also contributed to shaping the color system to support the brand across applications.