Cathexis Consulting Logo Redesign Rationale
Description: The current identity consists of text with a black box beneath. The "X" of Cathexis is the largest character and it is partially dropped into the black box. This black space splits the words, 'consulting' and 'inc'. All the letters are lower case. The logos consists of a graphic representation of a beaded hair clip. Font has been identified as Futura.

Assessment: The X has been heavily emphasized and it has a block of black space below. Spacing visually fractures the identity. These two elemens should work together in harmony to seem as one. The elements compete for attention.

Solution: Create harmony between all identity elements. Address spacing and balance. Logo should be lighter and integrated with beaded design. Uniting elements is more suggestive of "energy convergence" and will aid in future design work. Integration of the flower bead design into the Company name is a critical step.