The overall concept was to convey a vibrant, bold, sophisticated and approachable logo. These elements were considered whilst also keeping in mind the brand should feel classy, approachable, professional, supportive and authentic. The colours selected
provide a vibrant, bold and warm feel combined with the use of timeless serif and sans serif fonts. The letter “A” doubles as an icon for the brand with an arch shape. The
“A” also incorporates the letter “T” bending on it’s side. Arches embody and symbolise strength and support.