We knew we had to stay away from illustrations and sans serif fonts, not only because it was too overused in the space, wether that was just plain and boring, or too wispy and old, we wanted to go in a direction that was modern, sleek, but still held those high-er society values.

With playing around with serif font types, once the right one was found, the wordmark almost seamlessly created itself with some spiratic experimenting… Moving this bit here, this bit there, and removing that, leads to the outcome that we have now.

Despite the expeirmenting being implsive we made sure that there were boundaries, making sure that whatever logo mark we created, it sat perfectly within a square. This is done for a few reasons, not only is it the most aestehtically pleaseing approach, but it also leads it to being a perfecly compatible icon that can be but with, or placed anywhere, and it look like it belongs.