During the consultation we explored the preferred style, where the client emphasised the importance of an attention-grabbing and clean aesthetic, avoiding excessive complexity. The client also expressed a strong desire for the logo to incorporate elements representing both keys and the UK. In terms of the target audience, the design should appeal to a wide range of individuals, spanning across all age groups in Britain. In the discussion about the focus, the client expressed the need for the design that balances reliability and professionalism with a light-hearted and bubbly charm. The logo should convey trustworthiness, encouraging confidence in their services. Regarding the font, the preference was one that strikes the right balance between seriousness and a touch of playfulness, while still being readable. In conclusion, the consultation was a valuable exchange of ideas, allowing us to establish a clear direction for the project.