Only the part of something that can be easily observed, but not the rest of it, which is hidden!
Base on Ernest Hemingway’s Iceberg Theory, “the hard facts float above water, while the supporting structure, complete with symbolism, operates out-of-sight.” We have learnt to set up a starting point as what people see above water, then discover the deeper essence of the structure along with different points of view, offer practical design solutions where content and form are closely linked, in order to infuse/refuse an innovative soul and make it legible above water. 

 

 

 

A concentric circle shows how we analyze the core value behind a brand. As what we see there is a clearly visible core which is reasoned by different level of stage of position/department of an organization. A more specific stage which is closer to the central core carrys the more important data for us to find out the value.