Alfa The line for the F could be fatter or more a part of it

Bravo The word 'the' is too small want work be readable when used on stationery

Bravo & is too thin Looks odd

Charlie Thank you for the comments, guys.

Delta Bitter is not the right typeface for this. Why is the ampersand Condensed? Why one colour? Why red? Don't turn type sideways unless you know what you are doing.

Charlie Why is Bitter (it's not Bitter, by the way) not the right type face? Why not one colour? Why not red? I accept the comment about it being condensed, as I look at it now it does look odd. I also accept the sideways type comment.

Delta By why red, I was questioning design thinking. Every colour evokes meaning, every typeface evokes social connotations. It was to understand why these suit the purpose, as designers we strive to design for a universal audience.