I was asked to produce a contemporary poster for my University in order to promote the fundamental British Values - Democracy, individual liberty, the rule of law and respect and tolerance. The faculty gave the campaign the acronym FRED, standing for Freedom, Respect, Equality and Diversity. I wanted to step away from the stereotypical imagery associated with similar campaigns and decided to created a typographic logo in order to achieve this. The colour of the logo was obtained by blurring the Union Jack until it became one colour. The letters each have their individual patterns representing different cultures, religions, etc. and then set in a circle to show that they can co-exist in harmony.