Previously to Benjamin Fitzgerald, Ben traded under 'autodidacticgd' (autodidactic meaning self taught). For this, Ben didn’t want to forget his English heritage. He wanted to select earthy tones in the imagery, however keeping the main colour palette to shades of grey, to make sure the colour in his portfolio really pops. For the logo, he wanted to bring to life ‘autodidactic’ by showing how traditional shapes are evolving into present day trends.