The unique letter forms were custom designed for the business nearly a decade ago, and although we wished to add some dynamism and modernity to the brand, we also wanted to maintain a link to the past and the successful brand we had developed. The party hidden letters imply that something is coming "next" the irregular formation of the letters adds motion and dynamism into the brand. On a broader scale, a significant amount of freedom is allowed in the expression of the brand, so that the logo appears in quite different formations and proportions in different applications.
