I used white space behind to give the font room to breathe and more importance on my logo. I used the Gestalt Principles of common fate to have the letters flow and move in the same direction, and invariance to order my brand name and slogan in a way that makes it easy to read. I made my brand name font thicker to communicate the importance of it and trigger a way to stay in consumers minds. Lastly I made my font color orange to pair with a warm and positive brand image I want consumers to have.
