The brief
A name that means something, a mark that stays quiet.
- Carry the story without spelling it out. The archer’s precision, plus the founder’s two children, Ryker and Marcciella.
- Look premium, not sporty. No bows, arrows or targets that read as an archery shop.
- Work at 16 pixels. The favicon has to survive a browser tab.
- Be ownable. Custom letters, not a font anyone can type.
Exploration
What we tried, and why we moved on.
Trajectory A (set aside)
A rising arrow through the A. Strong story, but fussy at 16 pixels.
Arch & Aim (set aside)
Elegant, but read as an arch before it read as an A.
Bullseye (rejected)
Clear at small sizes, but too close to a well-known retailer’s logo and a marketing cliché.
The A with a gold point (chosen)
The crossbar becomes a target. The same shape in the name and the icon.
Refinement
Five changes from good to finished.
- Heavier strokes so the wordmark matches the favicon.
- A larger gold point placed at the A’s optical centre.
- Optical spacing between every letter pair.
- Flat feet on the A, R and K so they sit on the baseline.
- A slightly larger O so it looks as tall as the straight letters.
Result