Founded and based in San Francisco, Luxe is a new service that sends valets to park for you, wherever you are — it’s fast, affordable and convenient. The service is available in San Francisco, LA, Chicago, Seattle, and Boston, and soon in Austin, New York, Philadelphia, and Washington.
In-house: Dan Petty (Luxe creative director)
Out-of-house, Logo: Mackey Saturday
At its core, Luxe is a simple word, four letters long and comprised of two shapes (the half circle) and a straight line. Rather than continuing to build equity in a logo in addition to our name, we felt that simplicity and boldness would come from letting our name be our icon. The logo is about simplicity and convenience, how our users should think about parking everyday.
Images (opinion after)
The previous logo would have been great as a spin-off from Renault. It wasn't a bad logo at all, it said luxury but without being too prepotent. The new logo takes advantage that the name is so short it can almost become a monogram… a really long one, so maybe not a monogram, but you get the point. In theory all signs point to yes, this works, but the "UX" ligature is too forced and demands too much attention without anything in return to the viewer. It's as if I want to see a FedEx arrow-type shape in the counterspace but there is nothing. I want to like it because, in essence, the execution is solid but there is something off about it. It also lost a bit of the luxury aspect of it but maybe that's a good thing, so that the service feels less of the 1% and more of, say, the 25%.