I wanted my logo to express all of that, and be clever and creative. While I was concepting, I noticed the letters lent themselves to an ambigram (the same upside-down or backwards). I thought that if I could pull off a legible and well-produced ambigram, it would be clever and creative, friendly and fun. I also knew it would take quite a bit of work to make it both an ambigram and readable. This is a piece I can proudly say that I truly crafted.