“This personal branding idea came up from the trouble with the correct pronunciation of my name, Daniil Sergeev. So people wouldn’t be confused, I created a logo based on the phonetic transcription of the name /danˈiːl sərgˈʲeəv/. In identity development, the symbol of the long 'iː‘ became a flexible brand element with an animation that mimics human breathing rhythms. It could be used as a mobile app for meditation and focusing.”