Concept 1A : The original logotype has been slightly adjusted to incorporate a new more dynamic "R" and given a specific sub font called HWT VanLanen to be used in further brand applications. The icon was developed while researching creative renegades through history. Renegades that set fire to their industry and making bold creative choices with abandon. Concept 1B: This logotype was also created however shows cleaner softer lines. Then brand message for this icon is highlighted by the message of Defy the Everyday direction we often travel. The dynamic "R" breaking through the compass and establishing a new direction. This brand is supplemented with two sub fonts, Tuppence and Worker.