A new direction.

After a talk with Graham this morning, I have started on a new direction for the logo. He confirmed all my worries and made me realise it wasn't saying what I wanted it to.

As I had said before, having a sans serif logo for the type factory doesn't seem appropriate, especially when considering the history of Typography.

So, the concept is to include both serif and sans serif type into the logo. Still keeping to the 't' and the 'f'.

Playing with the sans serif 't' and serif 'f':