The stark form was met with some resistance at first because we were still deciding what sort of direction our office/collective should take. There was the idea that the completely abstracted F, F, and D was not professional enough and would turn-off certain clients. After awhile we began to feel that the bold shape not only had a sort of power and cleanliness that began to resonate with us, but that the design also lent itself to producing some interesting colorways. Not wanting to go through the rigormorale of selecting one color or set of colors that would represent our "brand", we decided to just let everyone select their own colors and we think they turned out quite fresh. Read Less