We were asked to design a new logo for a business networking group. This was to reflect a fun and energetic group that is serious in helping members to develop their businesses and the emphasis was to be return on investment.
The orange is fun and vibrant (also close to the colour of Bucks Fizz the drink)
The grey represents business-like
The "f" of "Fizz" is extended into a £ shape to represent return on investment. It also protects the star-shape (the dot of the "i") that represents the member star business.
The second "z" of "Fizz" is reversed to leave an upward arrow to represent return on investment, development of the members' businesses.
The font used is a sans serif lower case to represent friendly and approachable.