We move fast. We see a million different shapes, colors, letters, logos and icons everyday. They all have meaning. Some sights we can relate to and others simply just don't do anything for us. So when it came to putting a name on this idea of what is now RATIO, I really had to ask myself, "What do I want people to feel when they hear or see the name".
This is was challenging for a number of reason but mainly because there are so many different aspects that define what RATIO is and where we want to go.
As I began to map it out I started to talk to anyone who would listen to this nameless idea. Collaborations formed as people started to suggest names once they understood the concept. Many were great, some not so much, but I knew RATIO was "it" when I was sitting in a coffee shop in Columbus, Ohio working on a Google doc that I had shared with some friends whom I trust and find myself in awe with over their creativity.
I will never forget watching in real time as my friend Jason, a state away in Kentucky, wrote out the name RATIO on our shared Google doc. I sent him a screenshot showing I was was watching what he called his "spastic, backwards way of thinking" in real time. I reassured him that all the reasons why RATIO works was anything but backwards and if anyone was spastic it was me freaking out alone in a coffee shop.
The name RATIO is terminology used often with photograph and design (aspect ratio, golden ratio, etc.). Ratios are commonly used to show an imbalance (4:1, 10:1) but with a 1:1 RATIO we show equality and compassion. Then using this name and the meanings that RATIO stands for, our logo was born.
I was interested in how we could show the travel aspect of RATIO within our name. Playing with the 1:1 notion, again with many revisions and creative eyes, I decided to hand paint the logo with india ink to give it personal and organic touch. But, what do you see in it?
The truth is, it is meant to be all three of these interpretations. The "A" competes the word. The ratio shows our values in giving and getting, our connections as human beings and our ideas on mindfulness, balance and compassion. The road symbolizes our ideas of moving forward and the growth that comes with travel.
Maybe you see something else? Whatever you see, whatever you feel, I hope it is something that makes you think about our relationships with one another and within yourself.
As RATIO grows, like each of us as individuals, I know certain aspects of what we do will change along the way. Change is inevitable for all of us and that is a good thing!
I can say though, with complete certainty, that no matter what type of path RATIO might find itself on in the future we will always be based of the principals that art, education and travel can open the mind and give a single soul the power to connect with their deepest meanings, the global community and the universe.
1. Something like RATIO doesn't happen alone. I will forever be grateful for all the love, support and talent of everyone who has contributed to RATIO's growth along the way.
3. See what you see and feel what you feel. That is one of the best gifts art of all mediums can give us.