Identity Design: Equinox

Whilst I was Lead Designer at Equinox

equinox identity design

Pencil sketching

Some loose pencil sketches and a quick reference to an encyclopaedia gave rise to a meaningful use of curves, with an interesting positive-negative interplay of forms.

Swooshy, satellitey things…

There were a hell of a lot of swooshy-logos doing the rounds in 1990, and a glance through the appointments section of the paper (before the recession recently hit) evidenced that the plague hadn’t abated:

equinox logo design

Company name – typed into a graphics programme – Saturn-like swoosh plonked around it. Skewer an orbiting satellite for extra good measure.

It seemed to do equally well for tech companies as it did for Dry-Cleaners and skip hirers.


With Equinox logo I first found out exactly what an Equinox was – apart from an impressively scientific sounding word: “Equal Day and Night”. When the equator of the Earth and sun are inline.

So I sketched a globe – then another overlapping it – and drew a horizontal line through the two. When the one in front was white and the one behind was filled, what do you know? – it looked fortuitously like an E. So in a couple of minutes I had the concept.

equinox identity design



The final touch was getting the typography right. I have to tip my hat to my boss who strolled over and suggested “merging a couple of the letters – so they don’t just look typed out”.That proved to be the most time-consuming element to get working. I also reworked the ‘i’ to fit the rest of the forms.



Looking at it now, 9 years later, It’s a clean, quirky logo and I still like it.

(See more identity Design in my portfolio ^)

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