The brief asked for a logo that would have the company name as part of the design, as opposed to the name with a graphic under, over or by the side. This company is also a parent of other companies so the logo had to work well on a white background for letterheads and etc. Professional but fun using only san-serif fonts. So my approach was this, modern with a slight twist. The additional color and separation gives it a fun and youthful look to it. Yet, simple and strong, would work well alone on a letterhead or business card.