Helee is a brand dedicated to produce ties. It is targeted to men and women between the ages of 25 to 45 with a high sense of design and style.
The concept for the logo is very simple; a middle “L” as a metaphor for a tie and a composition with a high typeface to reflect its proportions.
Many thanks to the model Dóri Apáti.
This video shows part of the process behind designing a logo after the concept is defined. 110 failed attempts to produce one logo with custom typography.