This project began as a concept design for tech start-up in the south that was undecided about the direction of their current brand. After discussing the details of the company and researching their target demographic and competition, I began making sketches of concepts focusing on the service provided by the company and keeping the design distinct from the competitors yet still effective in the market space. To accomplish this I utilized a typeface called Techno due to the futuristic look that is often associated with technology as well as the predominantly square features of the type that offer contrast from the round, smooth shapes in the logo mark. The color choices were provided by the client and reflect a trend in similar company types.