I chose to emphasize the masculine, sophisticated, and classic qualities that were desired in the final design. I used a slab serif font with a thin weight and low contrast to give authority to the logo, while maintaining a classic and clean feel. The color was chosen to soften the design, but maintain versatility. The color reflects the natural, outdoor decor that JKworthy sells and will translate across all future designs and still enhance the branding of the products without distracting from it.