HAN-DLE / handl/, verb: to hold, to pick up, grasp a idea, situation or problem.
When it comes to innovating something new for a client, there is always a DNA of some sort that makes them original in their market space. Take Nike for instance, they are recognized to be a countless brave warrior. Lululemon, is about being 'athletically hip’. Arcteryx is referred to the earliest known birds.
Each of their logos represents definition of their company. When you look at their DNA on designs, there is a similar thread that does not go far from their HANDLE, always connected to each other. Our philosophy in design and innovation is to stay attached to the brand’s HANDLE.