Alpha Apex is a men’s based clothing brand for leisure and streetwear. The client’s plan was to create a clothing brand which would be an inspiration to men who wanted to work hard and reach the top. The inspiration for the logo was to use the two initials ‘AA’ to create a mountain range, with its apex. In the name Alpha, the two ‘A’s have had the cross bar removed so it gives the appearance of a mountain. This creates harmony between the logo and the brand’s name.