The human mind is powerful and primed to recognize patterns. “What is that? Is it a sundial and shadow? No. It’s a shark fin. No. What is that?” The longer you spend trying to put something into its proper box, the more likely you are to remember it. And if you can’t put it into an existing place in your memory, it gets a box all its own. It looks straight-laced and simple. It feels established. Who knows what it is? It’s unique and that’s what matters. A room full of stakeholders in a business that managed a portfolio of digital print and advertising brands for national companies knew this logo was a winner, though no one could verbalize just why. Each stakeholder could only attest to attaching their own meaning and perspective to it.