The client, Danielle Farrakhan (Danielle Gonzalez) is an entrepreneur. She is an author in finance and also runs many brands. The logo is for her personal brand. The requirement was a monogram that represented her name. The logo needs to convey success and poise.
Symmetric geometric shapes bring a very pleasing aesthetic harmony, a hexagon was chosen as the frame of the monogram. Serif typefaces provide a sense of antiquity and trust – two feeling the logo should evoke.