Pete&Tom have just completed the identity for the independent production company, Expectation.
Founded by former Endemol Shine Group president Tim Hincks and ex-ITV director of television Peter Fincham, Expectation promises to deliver some outstanding output covering drama, comedy, entertainment, reality and factual.
Peter and Tim were keen to make Expectation feel like a home for talent where you knew great things were going to happen. To this end we wanted to capture a sense of energy, spontaneity and personality in the brand. We found these attributes in the coiled form of the initial letter 'e'. The handwritten script suggesting the personal touch and enabling the name to have it's own character with or without the icon.