"Abandon all hope ye who enter here." Hellfire clubs were the name for a number of exclusive establishments for high society rakes — rumoured to be meeting places for "persons of quality" who wished to take part in socially perceived immoral acts — in Britain in the 18th century. Neither the activities nor membership of the club were easy to ascertain, but the clubs were rumoured to have ties to the elite Order of the Second Circle. This new bar and restaurant is adopting this theme. I create a wordmark in the style of celestial writing, associated with the esoteric and occult. This is complemented by a strong animalistic icon, somewhere between a mask and a persona. I wanted the mark to have a feeling of foreboding, and reflect liberty, power and anonymity.