For Hollander, I occluded overlapping circles and spirals within the Fibonacci sequence to produce a simplistic rendering of a flowering bud with as minimal detail as possible. The representation is fresh, verdant, and clean. It’s mathematical, yet organic—as pristine as the Dutch countryside. The logo mark is well balanced in that it does require some effort from the viewer to interpret, but is eventually deciphered as a physical flower. In that regard it is both conceptual and concrete; understood, and made memorable by the mental effort required to reach that understanding.