Old logo / New Logo

It would have been easy to begin by sketching a new logo.

Instead, we deliberately postponed that conversation. Before anyone could decide what the company should look like, leadership first needed to decide what kind of company it wanted to become. These exploratory materials used metaphor, imagery, language, and visual prompts to move the discussion away from appearance and toward purpose. The hats are simply reminders that logos change. What lasts is the thinking behind them.