We have history of logo design with Dalmark and as such have a 'style' to inform us. However each logo needs approaching individually and while it should appear as part of a greater whole it must be able to stand alone - as you see it here. There are many ways we could have approached this design with a name like 'Crackerjack' and while our final choice isn't exactly subliminal we feel it has the perfect balance of typography and graphic style.