I chose purple as the secondary color because of nobility, or royalty, defining ones character. You'll notice that if you turn the man sideways you will make out the "C" and the "F" is subtle in it's representation.
#3 - friendlyfiredesign Totally get the purple idea, just don't like the color. We like the guy! Not sure about the font...might grow on us, might not.
still don't like the color. we are fairly committed to the colors listed in the brief. we still like the concept, but with color changes and maybe a slightly less heavy font. some of the other designers are also playing with all lowercase letters which we are seriously considering as an option.