2.9.2024: I’ve truncated the ZENECIST™ tag line, and have deleted the “Low-Keyed.” phrase feeling it was an unnecessary element that adds no value to the brand’s strategic position, and probably dilutes its intent. What’s more, it reduced the visibility of the communication within the geometry, thus compromising its function, which is a defining requirement of design.
The “zen sailboat” logo mark design element is also a little smaller, though we can use the uncluttered logo mark at any size. Less is more for this minimalist brand owner; I revel in the elegance of simplicity.
This is all part of the early stage formation of a brand. Sometimes you just have to see a design or core element within its environment to fully understand its meaning and impact. It requires “think time.”
To me, this is cleaner. Given a brand is a direct reflection of its owners, I am satisfied. Done.