They asked me to design a logo for a consultant firm. They have three branches: consultancy, software, and learning.

When I was designing it, the first thing that came to my mind was the word “Pecan” itself, because it has its own meaning in Spanish and in English. In Spanish, the meaning could be negative (it means “They sin”, literally) but in English, the meaning is very positive and different.  In English “pecan” is a nut, and you can make cakes with it. I loved that, because you crash the nutshell and, inside, you find the gold and the delicious. I thought that was a very good correspondence with the work they develop. Also, this way the good meaning was reinforced and the bad one erased. 

Esta fue la opción elegida:


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