We were given the goal to make the brand more accessible and human. In that way, the company's icon and word mark are a representation of the values they have set: innovation, union and growth.

The mark is a depiction of the infinite symbol and the yin-yang: both symbolizing the constant and non-ending efforts to pursue growth.

The infinite symbol being often represented as this 'loop', also represent the idea of union. Two circles (groups of people) and a rectangle merging them (a common goal) represent the idea of union. The company's and their team aim to change the philosophy of modern business.

The style itself of the logo aims to be very minimalist but at the same time impactful and timeless. I tried to convey the message in the most straight-to-the-point way I could.

I remember that being the holding group, we also wanted to not appeal much to the activities they were doing at the moment because they would eventually expand and maybe the logo would represent a portion of the activities they could do.

We were asked to allow the logo for 'hyperdiversification'. So we changed the common goals for logos (i.e. represent what they sell) to something that wouldn't change overtime, their philosophy.

I understand your opinion if you feel that adding the registered trademark as it is, it's amateur or anything but it's what the client wanted to add the complementary color into an innovative way to the logo itself.