We used the doubt and uncertainty from the entrepreneurs in the thinking process. The logo had to visualize this, so we designed a graphic element that is constantly questioning itself: an ever-changing form that is very much recognizable, but never the same. Just like the process of thought, it will be evolving throughout its cycle.

Taking inspiration from Quantum Mechanics’ waveform-diagrams, we wrote an application that can generate a near infinite amount of shapes that are all unique, yet similar enough to feel like they belong to the same brand.

The logo launched on a special event April 21st, people from the targeted markets reacted very enthusiastically. The logo will be generated on diverse media throughout Europe.