I started with exploring various geometric shapes for the logo structure. I decided to focus on using straight/angular lines to help portray a sign of minimalism and sophistication which is a major identity that the brand wants to be reckoned with. For the typeface, Gill Sans MT turned to be a great pair with the logo mark after various explorations. This pair helped to give the lockup a minimalist appearance.

For the palette, I chose a monochrome style with brown being the major colour which complemented the lockup. Each of these decisions were key in the research and brainstorming phase as it helped in creating a fantastic and timeless logo.