MagicSlab Logo Design

I had to create a logo for a whole new brand, a cut and joint lite concrete. Some of the ideas for inspiration were obviously, a slab, but also concrete equipment such as the float picture, and a laser to invoke precision, but most of these were dropped pretty to find some abstraction on a slab, in the end we wound up going with a really bold logo choice that wasn't just an abstraction but a full on optical illusion.