This company is a private-hire company. They put the name of the company in the center of two sets of perpendicular lines which mimics a frame of a camera. It is like trying to say that they put the matter on center of everything. It is like saying that the company focuses on the matter. This design is very brilliant because they are effective in saying to the public that they not just cater to private-hire needs but also provide quality services by putting the matter or the need on the center of everything.
It is like giving assurance to the client that the event will be made perfect by the private-hire company. It is like saying to the client that the company looks beyond the clients needs and satisfying those needs even far satisfactory. Works Cited: Heller, Steven. Herb Lubalin: Rule Basher Upper and Lower Case Magazine 13 February 2009 < http://www. itcfonts. com/Ulc/2511/HerbLubalin. htm> New at Pentagram: Matter. Portfolio Partners Offices Publication. 13 February 2009