Itinerant Maps—Mark, Black and White

A mark featuring an abbreviation of the name "Itinerant Maps". My co-founders and I had some back and forth on the merits and drawbacks of name abbreviation. Merits include not having to identify ourselves with a lengthy wordmark; the main drawback is the barrier to name recognition an abbreviation creates. The drawbacks were mitigated by citing the long tradition of name abbreviation in branding—FedEx (Federal Express), Haribo (Hans Riegel, Bonn) to name a few.