All three keep the site's Outfit wordmark and navy/gold palette, and range from a refined type treatment to a standalone mark. The X carries the weight in every option — it's the X factor, so it never sits quietly in line with the rest of the word.
01
The Oversized X
Type-only. AGENCY sits tracked-out and understated; the X is heavier, half again as large, and drops below the baseline — it physically outweighs the word. The most restrained option, and the easiest to use everywhere text goes.
AGENCYX
AGENCYX
AGENCYX
TalentFor BrandsAbout
Book Talent
AGENCYXAGENCYXSmall-size test — email footers, sponsor decks
Where it winsZero rollout friction — it's a font treatment, so it works in email signatures, contracts and third-party media kits without asset files.
Watch-outLeast ownable of the three. Distinctive in context, but there's no mark to protect or use as an icon on its own.
02
The Interlocked X
A drawn X, not a typed one. The gold stroke passes over the neutral stroke — two parties crossing, with the gold (the deal) on top. Still reads instantly as a letter, but it's now a piece of design the agency owns.
AGENCY
AGENCY
AGENCY
TalentFor BrandsAbout
Book Talent
AGENCYThe X also works alone at small sizes
Where it winsBalance of ownable and safe — a real mark with a story (talent × brand, agency in the middle) that still behaves like a wordmark. The X detaches cleanly for favicons and social avatars.
Watch-outThe weave gap needs the SVG asset — it can't be reproduced by typing. Slightly more brand-management overhead than Option 1.
02B
The Interlocked X — Oversized
Option 2's interlock with Option 1's scale and weight. Strokes are ~30% heavier, the X sits half again as large as the word, and its centre is optically locked to the centre of AGENCY — extending equally above the caps and below the baseline. The X stops being a letter in the name and becomes the thing the name hangs off.
AGENCY
AGENCY
AGENCY
TalentFor BrandsAbout
Book Talent
AGENCYHeavier strokes hold up better at favicon size than 02
Where it winsBest of both: an ownable drawn mark with the visual dominance of Option 1. The extra stroke weight also survives small sizes and low-res placements better than the original 02.
Watch-outThe oversized X needs breathing room — lockup rules (clear space, minimum size) matter more here so partners don't crowd or shrink it.
03
The X-Factor Mark
The X becomes a symbol. Four tapered strokes converge on a point of negative space — four fields of opportunity (brand, speaking, media, events) meeting at the talent in the centre. One arm rises in gold. Built to stand alone: favicon, social avatar, merchandise, watermark on talent imagery.
AGENCY
AGENCY
AGENCY
TalentFor BrandsAbout
Book Talent
Favicon / avatar / standalone mark test
Where it winsMost ownable and most extensible — the mark carries the brand without the word, which matters as Agency X shows up on talent content, event signage and partner assets.
Watch-outFurthest from the current logo, so it's the biggest identity decision. The negative-space centre needs the taper kept exact — don't let anyone rebuild it by eye.