iF (idealFutures)

Still some refinement to be done to the mark and kerning of the type but after the initial round of 'i' and 'f' combinations, this is the direction they are pursuing. The appeal being the more stylistic combination of their initials, while also having slightly more focus upon the 'f' and their selling proposition of 'futures'. As well as the use of lines having associations with 'paths' and 'journeys'.

idealFutures are a collective of consultants and advisors in a variety of specialist fields, whose aim is to help clients plan, realise and achieve their long term goals.

Feedback welcome.