Logo: Altlux wanted a modern logo that represented forward movement. By combining letters from the name, interesting shapes were created. The shape the A and the X created were decided as the basis of the logo.
Typography: Avant Garde was chosen as the font for headlines for it's bold and timeless design. Droid Serif was chosen for body copy for readability.
Color: The colors chosen for Altlux are meant to make their customers feel Altlux's high energy when they come to the website or are exposed to any brand collateral.
Pink to Purple