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What's in a Logo?



The concept evolved during the design process. Beginning as a singular idea of a swirling circular flame in motion, depicting living, moving light (light or a flame being a universal symbol of knowledge), it represents the everlasting, ongoing pursuit of knowledge.

Next, the concept of association was brought into play. The swirls of fire became more abstract in order to incorporate four rings, linked together in the center of the symbol. This gives the feeling of togetherness, teamwork and solidity attributed to association.

The negative space of the rings brings the final touch. Based on the concept of growth, green leaves grow out from the center, giving this bold, abstract symbol an organic element; welcoming and friendly, but still intelligent and sophisticated.

Jake Bryce, Graphic Designer