Create a logo for an innovative auction company which uses new software to hold its auctions online. Differentiate the company from centuries old established auction houses offering a traditional service. Use a landscape format to enable the logo to fit in the existing masthead of the website.

Create standout in the market and make a virtue out of the newness of the company. Parody traditional houses who make great play of the date they were established. Support this contemporary stance with bespoke versions of modern typefaces and an acid yellow primary colour.