Our logo has changed little in over 20 years because what we tried to convey through it then, still holds good today.
In it, you see things that don’t really exist. The brain interprets the visual facts and tends towards the most likely conclusions. Squares, triangles and circles are far more familiar than a collection of odd shapes. So a probable but incorrect picture emerges.
When we interpret facts, especially market research facts, we tend towards obvious conclusions. Yet facts cannot be taken at face value. We all tend to believe that facts speak for themselves but the truth is that their voices originate within us.