I was emphasizing the "ee" and the Y looks like training gear, the font looks tough without being a bold typeface. I can imagine a gym using the black and red colours for their decor.
I was wanting to create a high tech feel with the use of shape and lines and the A inside the hexagon worked quite well I thought. I wanted to use a blue, electric.
Can you use two different typefaces as well as a serif and sans serif font? I don't think it is rules.
Although we can break the rules??? I wanted Shimmer to be quite formal and toothpaste to be very simple. I like white teeth so i tried the white, with blue giving a fresh clean look. I added the white to give a shimmer effect.
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