I took the initial sketches into illustrator and further developed the ideas i believed had the most potential. The square designs and ones including leaves were the strongest so i tried them with a few different typefaces.
After all of these ideas I believed a sans serif accompanied by a serif worked well to separate the words and create a strong logo.
Experimenting with the different colours further showed that the logo works well and they can be interchangeable dependant on the product. The final typeface choices are cabrito sans and bodoni oldstyle 72. They work well together as a pair. As small detail is important for this brand to show it is trustworthy and equal for all, the v and l match up perfectly to the end of the square.
The use of a square also has a firm reason as seen below: the brand will be used all year round, by everyone and doesn't discriminate, whilst also representing stability.
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