- When studying at Nottingham Trent University, we were separated into groups of two and asked to brand a the meaning of a specific word. Chris and I were assigned the word "fidelity." We had to give this word an identity based on its meaning and were asked to not think of it as product. After doing a lot of research, we narrowed fidelity down to three brand drivers: loyalty, strength and security. We designed
a logo mark and symbol that represented those three characteristics. Once the logo was designed, we were then asked to connect it to a product it could represent. We shortened fidelity to Fi and created a condom targeted towards a serious couple who were ready to "take the next step" in their relationship. This condom is not for one night stands.