Executive Strategies offers three services: Executive, Employee, and Evolution Strategies. The original symbol represented the E in Executive. A name change was prompted by the confusion caused because the company name matched one of the services. We refreshed the symbol to reflect the new name – ES3. The simplest thing would have been to add three strokes to the right of the existing symbol to create an abstract 3. However, the new symbol needed to clearly identify all three parts of the name – E S 3. Therefore, the current symbol was now assigned to represent only the letter S. The E and 3 were added using three strokes placed on each side. Recognition was still a bit too cryptic and two vertical strokes were added to create clarity in the E and 3. The 3 was coloured blue to differentiate it from the letters. The refreshed symbol became the new name and the services added to reinforce the name.