East of Suez : logo
In this redesign exercise we wanted to create a logo that did not depart too far from the company's original logo look and style. Instead, we modernized it with angles and a contemporary typeface. The colours red and black were maintained and stronger lines create the letters E and S, while a subtle arrow points in the direction of East. The union of E and S also forms the number '6', which means 'flowing, smooth or frictionless' in Mandarin.