Apex, Identity system

  • Apex
    Identity system
  • Apex for Youth is a non-profit organization that has provided mentoring and educational programs for disadvantaged Asian and immigrant youth in New York City. Apex's network of volunteers is made up of working professionals who provide support in academics, social skills, and community engagement for elementary through high school students. 
    The new identity for Apex reflects the organization's influential mission. The logo design is inspired by the tangram, a traditional Chinese dis-section puzzle in which seven flat, geometric shapes are arranged to form familiar objects. The design makes use of these shapes by forming an apple, sy mbolic of the organization’s educational mission and alluding to New York City's most well-known moniker.
    In addition to being an Asian cultural symbol, the tangram also suggests the infinite number of future possibilities for the students in Apex's programs. To illustrate this aspect of the identity, an animated sequence of some of the potential forms were created with the tangram puzzle, which then morph into the new Apex logo.
    The new identity has been applied to the Apex for Youth website, echoing the logo's geometric shapes and using bright colors for graphics throughout the site.