Our Logo Origin We’ve reduced a number of complex, big ideas into a powerful icon that represents key elements of our brand. Three people make up the core of a team. We have three essential components to our character (Purposeful, Empowering and Human). Additionally, we were inspired by what we see as frictionless collaboration and progress in nature—murmurations of flocks of birds and the naturally occurring fractals in blooming plants. Our hope is that when people see our logo, they see a symbol for the balance, clarity and collaboration they’re seeking out in their lives. 22