Fresh was established with a vision: to serve as a breath of fresh air in an upscale event management environment that was calling out for creativity and innovation. 

The stylized anemone was the symbol of choice: its center reflects the banqueting tables 

where guests come together in the harmony of circle; the radial arrangement of the stamens suggests the outward reach of the company in parallel with its potential to create something 

new and unique with each event.

The customized typography employs lower case and rounded characters 

and the whole name rests on a curve that echoes the circular shape of the symbol above.