The previous identity was built around a logotype that was typeset in all lowercase green letters. Not only did the look of the mark misrepresent their work (only partially "green" design), but it also meant that people often misread their name. It turns out it's pronounced "echo"—and the name came from the Italian term that refers to the "aha" moment. My efforts focused on representing that concept—using an energetic, yet sophisticated, yellow/gray combination to bring the new "aha" concept to life. Look carefully and see if you can solve the riddle.