The basic concept is based on the clients desires to assimilate a japanese crest of cycling waves. The waves are in a constant state of perpetuation rolling on to each other symbolising the renewal of the water cycle. The typeface was selected due to its modern web 2.0 appeal and its friendly open style, it's still serious but accomodating at the same time and fits in with the current prototype design style of the clients website. The logo overall will transport easily at all sizes and across all required mediums from web to print.