Let there be clarity
It was the darkest day of November when CG Neuman contacted me wanting an identity for his new company. He told me the name: "Confusion", a The Clash single's B-side reference (all his companies have had that reference. He surely loves that band). After pondering over the company name I couldn't shake the feeling that it needed some clarification. Then "Out of Confusion comes brand clarity" popped like the zit on a teenager's back (sorry). What a relief! From that statement the identity evolved.
The logotype, obviously a question mark, where the differentiation of the dot from the word mark symbolizes the final pin pointing of the best strategy.
To accompany the logotype I created a series of graphical patterns in the shape of circles, showing the infinate number of ways a strategy can take. But one is always superior to the others.
