The concept behind this design is simple. I have created a simple set of shapes that form two slanted 'F's with a 'C' in the centre to form the initials FFC. This also applies the negative space around the shapes on the inside. If you look closely, the white space areas also form the initials FFC. This is based on the idea of 'formwork.' The font used is a House Industries font called 'United Sans.' I Chose this because of it's bold and angular form. The colours used are a dark terracotta and a flint black which are quite neutral and add a touch of sophistication to the design..