GENESIS OF THE
APOGEE LOGO
THE SOUL OF A LOGO
You might think that choosing a logo is a simple task. Yet this element, present on our publications, our website, and on emblematic details of our watches such as the dial or crown, embodies an essential part of the soul of our creations.
That's why we collaborated with designer and graphic artist Juan Pablo Solari of YETTA - GRAPHICS to create it.
Many designs and iterations were necessary to arrive at the final version, which is now the visual identity of APOGEE Watches.
THE VISION BEHIND THE LOGO
The term Apogee has many meanings depending on where you look at it. In our case we could define it as the coexistence of three words: synchronicity, harmony and perfection.
Expanding these concepts we would be talking about a combination of elements (forms) that interact in a harmonious way; like the mechanics of a Swiss watch.
SYMBOLISM AND MEANINGS
The spheres and circles around denote the fact of orbiting around a main element; the clock; time and space.
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The central triangle refers to the peak, the highest point of a process; it can be culminating (depending on its position); in this case I relate it more to a turning point; the birth of something
new.
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​From the mystical point of view, these elements interacting in harmony become energetic centers... like a dynamo, the tree of life, among other concepts.
The symmetry of the symbol proposes balance and movement.
ESSENCE OF APOGEE
In short, the concept of "APOGEE Watches"refers to the coexistence of elements that, when synchronized, achieve harmony and perfection.
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I think these are very important values behind an innovative and sophisticated brand.
JUAN PABLO SOLARI
YETTA.GRAPHICS
