I started at Euromonitor International in 2009 in part to re-design the corporate brand, keeping the name and colour orange. During the definition stage, we identified a few key brand traits, including transparency and quirkiness, around which the brand would revolve. The signature represents a fountain of knowledge, inspired by Chicago’s Buckingham Fountain, with the fount itself consisting of the people of Euromonitor International. That part was important, because while many companies can provide data, the analysts use their experience to tease knowledge and insights from our data. Initially each of the streams was to represent a division of the company, but that concept was never implemented.