Kurnik — Refined Directions

Phase 02 · Round 03 · 5 tracks · 60 concepts · from 17 shortlisted R02 picks

Phase 02 / R03

Track 1 — Pure Target / Crosshair

The primary direction. Focus is the core brand message. Kurnik helps projects stay on target. Bold, defined, simple.

Design Direction

Core insight: "Focus. Most common mistake in projects = lack of focus, lack of priorities. People drift away. Kurnik helps them win, hit the target. Target is simple."

Starting from: H02 H13 H15 H20 D18

  • Goal: Find THE boldest, most defined crosshair mark
  • Dropped: H29 dots (too complicated), H10 floating dots (too busy)
  • Approach: Simplify, thicken, adjust proportions, test fill vs stroke, try asymmetry
  • Preference: Bold and defined > subtle and delicate
Starting points from R02
H02H02Duplex Reticle
H13H13Center Void
H15H15Bracket Cross
H20H20Asymmetric Rose
D18D18Quad Bracket

Track 2 — Target + Progress

Hybrid: crosshair core with iteration/progress elements. Focus on what matters, iterate toward the goal.

Design Direction

Core insight: Combining the "stay focused" message with "iterative progress." Crosshair + chevrons = focused iteration. Crosshair + incomplete ring = target in progress.

Starting from: H13 + F20 chevrons + B03/B10 incomplete rings

  • B03/B10: "Something in progress but not finished. Progress with a target in the middle."
  • F20: "Very strong direction through iterations. Each chevron = a step toward the goal."
  • Constraint: Must not exceed F20 complexity level (4 elements max)
  • Key challenge: Must feel like a SINGLE cohesive mark, not two symbols forced together
Starting points from R02
H13H13Center Void
F20F20Chevron Cascade
B03B03Broken Ring
B10B10Arc Pentagon

Track 3 — Directional / Arrow

Solid, definitive direction. Road-sign confidence. Not twisted or decorative — planted and pointing forward.

Design Direction

Core insight: "B25 has nice shape. If we put in a nice arrow, kind of like on a road sign, it symbolizes direction. Solid, definitive, directional — sure. Crippled and twisted — no."

Starting from: B25 concept reimagined

  • Every arrow must feel confident and solid — minimum 4px stroke
  • Think: Road signs, wayfinding, industrial directional markers
  • Test within contained shapes (portal + direction)
  • Prefer filled shapes over strokes
Starting point from R02
B25B25Arrow Void

Track 4 — Convergence / Tension

Two shapes in dialogue. Opposites creating productive force. Potential vs realized. The gap IS the mark.

Design Direction

Core insight: Duality as productive force — not conflict, but creative tension.

Starting from: E26 convergent triangles + F06 split diamond

  • E26: "Opposites pushing against each other. Interesting and simple. Tension = productive force."
  • F06: "Diamond that can be empty one direction, full the other. Duality of state — potential vs realized."
  • Use filled vs stroke to create the two states
  • Complexity ceiling: 3-4 simple shapes max per mark
Starting points from R02
E26E26Convergent Triangles
F06F06Split Diamond

Track 5 — Foundation / Structure

Layers, depth, and bridging. What you see on the surface — foundations matter. Connecting two sides.

Design Direction

Core insight: Infrastructure and depth — the things beneath the surface that make products work.

Starting from: G12 isometric planes + C22 bridge span

  • G12: "Many layers to something. What you see on the surface... foundations matter." Infrastructure, depth of product thinking.
  • C22: "Bridging the gap. Connecting two sides." Something more to do with the squares concept.
  • Complexity ceiling: G12 (3 planes) = maximum
  • Layer hierarchy: Use fill, stroke weight, and spacing to show depth
Starting points from R02
G12G12Isometric Planes
C22C22Bridge Span
Shortlist