Explorus Logo Recognized for Multiple Awards
Explorus logo was recognized for multiple awards and featured in the world’s most prestigious logo design source, Graphis Press Corp. Zürich (Switzerland) in the ‘2002 Graphis Logos’ edition. Explorus Stores were awarded with Gold by the New York Award of Merit and the Golden Maple Leaf Award in 2001 by the ICSC Canadian Shopping Centre in the retail store branding category.
Thinking behind the logo
By replacing the letter “O” in the word “Explorus” with an image of a solar eclipse I managed to create a wordmark that reflects on the character of the store, centred around themes of discovery and exploration. The tagline “There’s a whole world out there, in here” summarizes both, the breadth and uniqueness of products that can be found in the store and works well in every application, from storefront signage to shopping bags.
When HDS North America hired us to create a new retail concept for the chain of ‘Explorus’ stores we were asked to create an identity that would include a visual system of graphics to showcase product categories and make it easier for customers to navigate their retail space. We designed a system of iconographic symbols that convey the store’s identity as a destination for exploration and discovery. Given Explorus’ projected multicultural customer base, visual content was to be neither linked nor limited to any one specific culture. Critical to our mandate was the development of a simple graphic vocabulary, which would be universally accessible regardless of education or background.
Concept Development and Sketching
A number of icons symbolizing exploration and discovery including magnifying glass, compass, globe and solar eclipse were considered as potential elements for Explorus logo.
Various logo concepts were presented and the solar eclipse was selected as a favourite concept. By replacing the letter “O” with an image of a solar eclipse we created a word-mark that symbolizes the character of the store, centred around themes of discovery and exploration.