ABOUT THE LOGO 

It was important that the logo worked on numerous levels and was versatile enough to allow it to be used across various platforms. Using what was known about Maat and James as a design construct. The idea of fluid movement, the ocean and calmness was juxtaposed with a lower case ‘m’ and ‘r’, for Mindful Risk, to form the shape of the logo. 

However, the logo takes on a new form when tilted on to it’s side. Now then lower case ‘m’ and ‘r’ take the shape of the god Maat and link the new logo to the old. She appears reflected from previous versions, looking forward, into the future, rather than backwards. 

PAST & FUTURE

Here we can see the old logo and place against it appears the new logo. When viewed like this, the similarities are clearly visible. It was the most important feature of the new logo, to be able to maintain the link with Maat. While it is not blaringly obvious at first glance, Maat still drives the direction of the new logo and she is still very much at the heart of the design.