The first design challenge to solve was finding a way to depict that Brand's long name in a way that was both creative and effective. There is a trend in modern typography to stretch letters, but this would have been quite cliche. While exploring letterforms, I found that trimming one corner of the letter 'O' created a leaf-like shape. Four letter O's stacked together just right created a blooming flower structure, sprouting a Logo Icon that perfectly represents the brand name:

The icon is extremely versatile, working both in its standard form as well as a filled-in variation. These two forms and there smaller components, function as picture frames, parts of brand patterns, website buttons, and more: