Brief Rationale:
The name of the business is Secret Gallery, which inspired by a famous brand Victoria’s Secret. I add a compass icon with the letter ‘c’ in word ‘secret’. This indicates that all the arts in my client’s collection are found during client’s exploring. In word ‘Gallery’, I use a ‘shhh’ sign take the place of a letter ‘l’, which make my design more coherent with word ‘secret’. Since there is a scroll which has a color of dirty yellow or orange, I decide to fill all the letters in word ‘Gallery’ with orange to show optimism. Also, I leave ‘shhh’ sign and ‘secret’ in black to make a contrast in view.
Type Sample:
Primary Font: Roboto Condense
Style: Bold, BoldItalic, Italic, Light, LightItalic, Regular.
Menu, subject, title Font: Ephesis 
Style: Regular.