As an exercise, I used font choice, font size, and letter placement in order to illustrate the definition of a few key words, such as blacklisted, hiccup, and echo.

The iterations for the word Blacklisted ended up being my favorite, and I used that exercise to build my own brand around the exercise.

In a twist of irony, I settled on branding it as a high-end club with its own brand of vodka. I created the logo using a combination of my two favorite typography variations.