WANTED: clean, simple, slick logo that's contemporary, original and creative - without scaring off the corporates.
WE PROBABLY SHOULD: have something which relates to our name - 'formative' or what we do.
WE LOVE: lower case only... something which works well on a black/grey/white background... structured, yet with a sense of the organic.
WE ALSO LOVE: hex colours like #990066, #aa0055 and #990055 - burgundy/maroon/violet/firebrick - mixed with white or black or grey... with a dash of a #6D7B8D or a #82CAFA or a #ECE5B6.
WE'RE NOT THAT FOND OF: anything multicoloured, template design, unoriginality... anything too obvious, like microphone /megaphone /video /camera /clapperboard visuals.
WE THOUGHT ABOUT: molecular structure, shadows/cut outs, decoupage... but we could be oh-so wrong?!