I liked this name because it conveys the idea that everyone is connected which feels welcoming and inclusive. I chose this typeface because it mimics the sweeping motions of a flowing thread. I thought the needle as the top of the T was a simple touch that connected the image aspect of the logo with the word mark. The swirling thread is the same stroke in each of the logo variations which helps it be cohesive even if it is turned different ways. This thread was one of my biggest challenges. I drew around 100 different strokes to find one I thought would work in each variation and didn’t look overdone or awkward. Like I explain in the Logo Design section of the Brand Guide, the deep red ties into the Red String theory to symbolize the connections that unite people with the company. My intention with the logo was to design something traditional and dependable. I feel the colors, typeface, and simple design reflect those qualities.