The visual style of the brand is transitional that combines modern and traditional, clean with textured elements, fine detail with a relaxed and inspiring colour palette. The goal for the brand is to portray: passion, wonder and precision.
The logo concept started off with the idea of having a humpback whale and the Moon. The whale together with the birds and roots reflect the animal kingdom as a whole. The bird life reflecting Sky, the roots reflecting Land, and ocean life reflecting Sea. The animals are migrating in the same direction together. This unity of movement symbolize a world in union, moving together as one and gives life to the Philosophy.
The Philosophy is a vision for a sustainable planet. The little philosopher with the obvious gaze up towards the sky represents humans, as part of the planet and of the animal kingdom. We need to look up with curiosity, wonder by asking ourselves the very biggest of questions, and then work out the solutions, together as a species.