The scope of the re-design covered the logotype, color palette & typography, stationery, stickers, temporary tattoos, print and social media collateral, fully responsive website, office signage, wall graphics etc. Instead of starting from the (meaningless) company name, we put together a short survey where we asked every employee to come up with an EU Edge-related word for each letter of the alphabet. After merging the lists we distilled 26 words which, in the shape of illustration pairs, formed the basis of a “brand alphabet”. We used a naive, cartoon-like style of drawing contrasted with ASCII art, which in turn informed the character of the logo.