To start off, we discussed the concepts he had in mind and how we could achieve his targets. We collaboratively refined the brief until Alan was happy in the direction we were headed. His thoughts centred around his natural disposition to always question or push ideas, and to think outside the box. He was particularly interested in the idea of the point where structure and creativity meet and become fluidic. The idea here is that creativity is inherently free, taking inspiration from many sources and letting imagination run wild. However, paradoxically you need structure in order to hone ideas, refine concepts and for creativity to thrive.

Therefore, it is entirely possible to be creative, both in open conceptual work and in defined and structured briefs. This was very important to Alan and was the concept he wanted to pursue.

The result is a logo that has structure, is creative and dynamic and that can visually represent this fluidic point between creativity and structure, that is Alan’s innate disposition.