Definition is a London based brand consultancy agency, founded by David Panos and Karen Waring. With a bookish/encyclopedic style, the aim of the design is to highlight the contrasting skills and backgrounds of the two founders, which as they say themselves are what make them the perfect team. The unexpected choice of bright pink as the signature color gives the brand a more friendly and playful air. The surprise factor is an added element, as photographs are hidden beneath underlined key words throughout the site, adding a humorous or ironic meaning. View site here.