A lot of people pitched in ideas. There was googling, drawing, dry erase boards, beer and coffee. Ultimately, the final decision was made while sitting in a coffee shop on Halsted Ave in Chicago with two of our graphic designers. We probably drew 20 different versions and finally hit a winner.
There were three mandatory characteristics:
- It had to be simple.
- It had to relate to scientists.
- And the most important, well, just watch the end of the video.