Growing up with a fairly generic name (Katie) I often went by Katie J which then became KJ, which eventually was shortened to Kage. As I was trying out my name in different typefaces, I became a little discouraged with how generic my name, Katie Jones, was. So as a joke I typed it out lowercase in Helvetica, as about generic as I could think of. But then I liked it. I decided to incorporate my nickname as it looked great written in a square and to give it something memorable. The boldness of the word mark is balanced by the genericness of the type. I also choose light blue as it is one of my favorite colors and it softened the severity of the word mark. I wanted my branding to reflect my aesthetic, simple, bold, and geometric.