When Rekon Intelligence rebranded their Advisor-focused event platform to Advisor2X, they teamed up with GSM to craft their new logo. The Advisor2X team wanted to embrace a luxe, refined, aspirational identity.

GSM captured that attitude using sharp geometry, fine line work and typography, and abstract visual expression. Our final result is a glyph which alludes to the crystal structures core to their web design and the symbolism of their visual identity, which is simultaneously built out of two capital A’s to honor the “doubling” they do for advisors.