A business or calling card is about the most portable way we humans have devised to share information. Most bear contact information in addition to a message and a logo.

When it comes right down to it, it comes right down to the logo which is to say its the singular element that sets one card apart from the rest. Picture ID in its purest form, like the photo on a driver's license, as unique as your fingerprint, a logo carries a lot of weight... so consider it completely and seriously.

Seriously, what were they thinking? Have you ever asked yourself that while looking at a logo. I have.

The names have been changed to protect the innocent, uh... make that the name's been removed from this logo to protect the innocent. Beneath its outward appearance you can see the symbol its intended to represent but all that depends on how you look at it. If your attention is fixed solely 'on' the logo it seems to go on forever.

From a slightly different perspective, from under or in front of the logo it has an an entirely different visual impact. Impact? As the sports car races toward the opening in the logo, well let's just say I have a very bad feeling about this.

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