Haberdashers' Academies Trust briefed us for a new brand identity to represent their unique character curriculum programme, 'Haberdashers' Advantage'. The trust wanted something that encapsulated their four value pillars of performance, moral, civic, and intellectual, so I began working on various icon based concepts for the logo. After establishing four icons that represented the values well, I came up with a more abstract logo mark that took a simplified shape from each of these icons and combined them in an arrangement so that they connected and overlapped to create an idea of all the values coming together as one.