In this task, we were given a group work to create a profile for our company. Based in the pre-visualisation tools we had learned from our previous lecture, we were tasked to create a mind map and mood board to brainstorm and compile our inspiration for the logo designing. As for the logo, we were tasked to create three sketches of logo branding design with different design concept. Each of the logos design must have the company tagline included in the final designs of all the logo variation. 

For our group, we decide to create a company that provide shoe customization services. Our company also plan to supply well known shoe brands like Nike, Adidas, Vans and many more. Through that we can promote our customizing design version of the shoe through our potential buyer or client. 

Our main concept for the logo design is pop art but with pastel colour palette. On top of that, we also decide to create a logo that did not follow our original concept to provide more variation and choices. the initial step of the generating ideas was brainstorming as a team about our business ideas and discuss our interest. 

After the initial brainstorms we decided to pick fashion in general. Through that decision, we narrow it down and we agreed on choosing shoe customization services. The team then do a second research on logo inspiration for the logo conceptualization. 

In the mood board, we included pictures of other logo design that gives the pop art vibes, colours that were used in commonly in pop art theme design. We also include shoe as a reference for our logo. Typography we use were also included in the mood board as for reference of picking our fonts for the logo.

As for the name 'ADGY', it means edgy which represents coolness or an unusual way to express fashion. Our catchphrase is 'Step up, Stand out' which is exactly what's stated, standing out and rocking the use of our customized shoe.