Going with the idea that we would like to have a lasting brand that feels contemporary while playing on historically- accurate ideas, we came up with a primary logo that, while it is inspired by historic wood type, feels very modern and bold. To complement the logo, we chose Superclarendon-- a quirky, serif typeface designed in the 1800s -- as a secondary typeface. Our tertiary type, Work Sans -- has personality but is modern, toned-down, and easily readable so as to not distract from the logo and secondary type. The bright, fun color palette feels celebratory and further solidifies the contemporary-spin on the historic.