The new identity had to be relatively simple, owing to the evocative name and its literary origins (the phrase “fearless minds climb soonest unto crowns” is a line from Henry VI Pt. II). The challenge was to give a nod to this, whilst not being too literal or drawing attention to the drama inherent in the name. It also had to encapsulate the spirit of an independent production company, whilst avoiding twee, cutesy cliché.