Resembling beetle and shield, each mark was constructed of quarter- and half-circles and built upon the rigid parameters of a grid. Throughout cultures all over the world, beetles have symbolized stability, renewal, and rebirth. It's an ideal motif for a brand valuing quality that would last a lifetime.

Elytra are the modified and hardened wing-shells of beetles. Unique to beetles, the shielded wings instill a sense of durability and focused purpose, abiding by the design principle, "form follows function," which demands clarity of purpose. Products would follow suit: simple, clean, purposeful, and well-built. See below for some concept products.