Did someone say spicey? After 3 rounds of revisions, FYR's Leadership team was ready to turn up the heat and move forward with the most transformative, bold, and defiant of the three proposed options. A fitting choice for a heroic company with an outlaw edge founded on insuppressible grit, out-of-the-box thinking, and an unstoppable determination to do good. The ultimate deciding factor? The hot and cold color palette. As an element, we typically think of fire in the usual colors of red, orange, and yellow. However, when you turn up the heat it's white-hot. When you add certain chemicals it can change the color to green, blue, or even purple. In every sense of the word, the color palette represents fire transformed.