I tried to create something simple and use background color and shapes to create a 80's ish vibe. I also did the logo in all black with knocked out shapes so that the logo will function at any size. I hope I did not go to simple. I also tried to create a feeling of escape, with the capital E being trapped and then escaping at the top, and the rest of the word is constrained and then the lower case e has no bounding around it. I think it plays well. and the Icons are just simple shapes in muddy colors.