I strive to produce design that has depth to it. Creating clever design reacts with a consumer more effectively than something generic. The logo can be seen in two ways F + D (Foxy Design) or FXY (X in the central negative space). Inspiration came from logos such as FedEx or my favourite F1 logo.
The clever use of negative space makes the audience think about it and therefore warm towards it. Here's the logo for all the budding designers out there. Not that you haven't laid eyes on it before: