The brief stipulated a non-designed typestyle logo. Hmmm, even a non-designed logo is designed so what do you do? I think the client wanted a design that wouldn’t go out of fashion. I created the font using illustrator and was sure to keep a thin line that flowed though the name. The grey colour was also a non-design consideration for the web but when printed the logo is white on a print-ready tracing paper. View the Print section and you’ll see what I mean.