Mac, who is a fitness instructor, is developing a business plan for a new company. He has invented a new exercise machine called the Motivator. It is a treadmill which delivers an electric shock to the person exercising if they slow down. Mac thinks this machine could be very profitable but he is concerned that somebody else might also come up with the idea. Mac has also written a short motivational book encouraging exercise which he hopes to sell. He is concerned that once he puts the book on the market competitors might copy it and sell it. Mac is also planning to set up a shop where he will sell exercise machines and his books. He has been thinking about how the appearance of the signage of his shop and planning that he will use the sign design throughout the shop and on all his company stationery. At the moment he is planning to call his shop Mac's Warehouse. This will