Considering the fact that we're a social media publication and the majority of our branding was going to be in small formats like profile pictures, we opted to stick with bold typefaces to maximize visibility. I tested a range of bold and styled typefaces, some of them being common recognizable and iconic typefaces, and viewed them on variations of our gradient to ensure maximum flexibility. Most of the wordmarks fared well on the gradients and it came down to stye. After process of eliminaton based on overall feel and allegiance to our core style, we picked a winner.
To add some personality to it we began slicing and dicing the letters into various combinations. Since our wordmark is a combination of two parts – "why VR" – our iterations focused on separating the "Y" from the "VR" in some way, or doing no separation at all. The "Y" and "V" couldn't separate out from the "R" as that would confuse how the letters were meant to be read.