The idea is based on three elements. The combination of the speech bubble and the monogram, using deconstruction as a medium to create a visual vocabulary.
The main typeface is Belizio Greek by Font Bureau, a tribute to Haas Clarendon, used for its boldness and timelessness.
The monogram is set inside the speech bubble, and a geometric grid is built using deconstruction of the negative space.
The grid is inverted and the negative space now defines the shapes of the logo.
Using a smooth curve, I introduced a scale which I applied to the logo and the sign proportions.
A palette of five tones was used to separate the shapes, and two color schemes (warm/cold) were proposed.