I was the lead designer in updating the Lateral brand while I worked for them. The brief was to create a simple and iconic mark. It had to be formal and professional but also suggest a hint of fun and rebeliousness. I left it typographic to keep it simple and because the name was already quite well recognised through the use of the previous brand mark. The typeface was a tweaked commercial font that was bold and made a statement but also conformed to certain rules. I left the mark black and white to help keep the high contrast that the typeface provided and also a certain level of sophistication to a some-what un-sophisicated face. I added the secondary colour pink to the brand to introduce interest and add more of a less serious tone.