Having an understanding of the branding of Do Something Different was key to this brief as it details wanting to be inclusive of the original but also straying away, so it is an individual idea – a new chapter. Partnering the bright colours with darker colours was evident from the research into Do Something Different which was then taken into consideration in the FLEX logo creation. FLEX, however, as a separate brand is something that revolves around the idea of flexibility, constant change, creativity and surprise. Combining these elements to create a logo that was bold and not too childish was initially tricky but through a developmental process, an idea of creating a unique typeface with abstract people came to fruition.