At first glance, the mark depicts a pair of spectacles, a universal symbol for reading. On deeper inspection, it references one of the greatest tools of the modern strategist: the Venn Diagram. This circular chart depicts a cross-over between two subject areas, representing the coming together of bookclub members around shared interests. The sketchy hand-drawn style is demonstrative of the original pen-to-paper notes of the planner.

By keeping the Venn Diagram element understated, we allow the bookclub members to feel that they’ve made a discovery, much like cracking a good piece of strategy.