before putting pen to paper we had to research the depths of this market, especially the companies that existed abroad. after multiple iterations that toyed around with every association one could make with youth and nightlife, we reached a conclusion with a modern, tech-ish and friendly looking wordmark for the logo. the complimentary visual world that went with the logo was modern, bright and indicative of internet culture. two special features of this whole exercise were the illustration style we created for it, which was quite fresh and contemporary and the iconography which we devised out of the letters of the brand itself.