After a round of naming suggestions, a contraction of FT to the phonetic ‘Efti’ was chosen, which offered a nod to Finishing Touch, and formed the acronym of Efficient, Flexible, Trusted, Innovation – the pillars of their business. We worked up a series of creative routes, establishing some key elements of the creative:
Stylised ‘E’ and arrow form a ‘building block’ – crafted, forward thinking, with a strong structure
Classic typeface with a modern twist – crafted characters with a slightly softer edge to convey the experience of the business along with the personal approach – an aspect the client felt was important in an ever increasing marketplace of big business that had lost touch with its customers.
And finally the red dotted ‘i’ symbolises the ‘finishing touch’ – ‘icing on the cake’ – or even the ‘cherry on top’. Pride in the detail quality of finish, always delivering that touch extra. This was also an element that could really come alive in print collateral, the website and other communication.