One thing that I've been thinking about a lot after the crit is my identity. I feel I need to become more sophisticated. So unfortunately the monkey has to go, as it wouldn't appeal to a sophisticated company, and therefore cutting my target audience. As well as this I'm going to drop the serif font as it's not working brilliant.

Another idea for branding that I had was to use symbols. After some research and experimentation I've chosen to go with the '& (ampersand)' symbol. It stand for 'and - which means a conjunction that connect two things. My idea being I'm connecting the client with their customers through the means of design.

Here's my experimentation with this idea -

The logo that I'm set on using is -

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