Black Dragon’s branding was developed based on perfect 45 and 90 degree angles; angles that are used in the blueprints of a house as well as the movement through the physical ducting within. The client asked that the branding reflect a royal or elegant feel. Following that and, based on the idea that the layout of a house could be seen as a chess board and the movement of the pieces the ducting, I used the shape of chess pieces as inspiration. Once we had a black and white version of the branding, the client asked if there was a way to make it look as though the dragon was heating up the type. I used a reductive colour palette and matched the colours to emphasize the idea that the words are being heated from below.