FirstServed, a startup company working to solve the problems of "no shows" in the restaurant industry.

Develop a logotype which can communicate the company values and philosophy, and establish a recognisable logo and app icon. I was told to make a simple logo consisting of text, and trying to avoid a third element.

I outlined the major characteristics and attributes of the brand identity, and made a moodboard of the colours and style for the app design.Then I made The F in Firstserved look like a 1, and worked with different versions of it, until I found it subtle, but yet easy to spot.