In order to speak to our audience (Gen-Xers and young adults from 18-40 years old), we wanted to create a logotype that was simple, direct and humanistic. According to our research, people of this age group are most drawn to simple and functional design. Below are a couple of names we were thinking about using, and also some typeface exploration. At the bottom is possible color palettes.
After crit, Ashton and I decided to go with the name –ING. Though I thought of it randomly, we realized later the strong conceptual aspect to it. Some people during crit gave us some good ideas, where we could attach –ING to other words, which would solidify our branding. We did not settle on a color palette, but we narrowed it down to two.