Logos of different companies. Famous Brands: Logo

Think creating a logo is easy? Think well. Creating a visual image is not just writing a company name in a square or circle. A good logo should best represent your company. The logo has no place for random elements, because its purpose is to tell potential customers about who you are and what you do. Competent logo designers are now in price, and this is no coincidence. The logo forms the first impression of your business, which influences how customers feel about the brand and their decision to buy your products or services.

How to come up with a creative logo

If you feel that your creative powers have dried up and interesting ideas pass you by, do not despair. Here are some tips to help you fix the situation:

• Browse thematic sites

It doesn't have to be a logo design site, there are a lot of useful resources with unique content on the Internet. Look for inspiration anywhere. For example, on sites dedicated to photography. Beautiful, original images will help awaken your imagination and direct your thoughts in the right direction.

• Learn from others

Working on a logo for a restaurant? Then be sure to look at the templates of the best restaurants (especially those that specialize in the same cuisine). Are you designing a logo for a serious financial company? See how other designers brought their ideas to life on this theme. This is not about copying the ideas of others. Your task is to check which ideas have not yet been implemented.

• Get to know the company better

Get to know the history of the company's development. What factors played a key role in it? Understand what the mission, vision and values ​​of the company are. What does it strive for and what principles does it follow? Learn the company's approach to workflow and customer service. How do customers see the company? Such information will help you highlight the characteristic symbols of the business. Placed on the logo, such symbols will tell the target audience about the company.

• Nothing complicated

Just take a pen and paper and draw whatever comes to mind. When you start overthinking and overcomplicating things, there is simply no energy left for interesting ideas. And when you relax, your hand, unrestrained by thoughts, simply draws lines. Your subconscious starts the creative process, and one of these “random” lines can become decisive for your future logo and, accordingly, the entire brand.

• Rest

You pause. If you work and think too much, your brain will get tired quickly. And it is not necessary to wait for original ideas from a tired brain. Of course, here you can remember how once a brilliant thought visited you after several sleepless nights. But if you give your brain and body the opportunity to “reboot”, then you will be able to work more productively.

So, more inspiration? Then let's start creating a logo.

Basic rules for creating logos

Here are a few simple rules that will help you create an effective, memorable logo that will successfully cope with the tasks assigned to it.
Keep Simplicity in Mind
By including too much detail in your logo, you risk being misunderstood by your audience. Keep in mind that the company will have to shrink the logo to fit it on key rings or stationery, for example. In this case, the template overloaded with elements will turn into a spot on which nothing can be disassembled.

Matching the brand theme
What associations come to your mind when you think of an aquarium? Most likely, it will be blue, a dolphin, a whale and similar concepts. If a monkey or a zebra is placed on the aquarium logo, it will cause nothing but confusion. Remember that all elements of your logo should be relevant to the brand theme and reflect its scope, goals and values.

Color plays a decisive role
When choosing a color palette, you must constantly keep in mind the image of the brand and the main qualities that characterize it. For example, bright and bold colors are effective at drawing attention, but can also appear harsh; muted shades create a complex, interesting look, but can go unnoticed. Each color carries certain connotations. By painting the emblem in "random" colors, you risk giving the audience the wrong impression of the brand. you can learn more about the psychology of colors.


Font selection
Finding the right font at the right size is not as easy as it seems.
If your logo has text, get ready to try out hundreds of fonts to find the best one.
Experiment with serif and sans-serif fonts, as well as cursive, italic, and bold fonts. Don't forget about custom fonts.

There are three important things to keep in mind when choosing a font for your logo:

• Avoid popular fonts (such as Comic Sans) otherwise your logo will look unprofessional and the audience won't be able to take it seriously.
• Make sure your font (especially if it's cursive) remains legible even when scaled down.
• Limit yourself to one font, maximum two.

Consider using a custom font. An original font will help your brand stand out from other companies. Good examples are the emblems of such giants as Yahoo!, Twitter and Coca Cola.

Don't be afraid to experiment
Just because all the banks in your area use gold on their logos doesn't mean you should. No need to copy the best company logos in your industry. If the emblems of other pastry shops often feature images of a rolling pin, you do not have to blindly follow this trend. Don't be afraid to experiment and go your own way.

Use resources and tools online
Whether you're looking for inspiration, help, or collaboration opportunities, you'll find it all on the Internet.

You probably know from your own experience that if you first look for a little inspiration, then starting a difficult business becomes much easier. We advise you to delve into the huge collection of logos on the well-known site Logopond.

If you want to create an emblem on your own, we recommend you the best logo generator. This tool will help you generate an interesting logo in just a few minutes. All you need to do is enter your company name and industry. The service will offer you dozens of beautiful icons. Choose any option you like and download it to your computer. Or edit the color, text, icon, and layout until you see the logo of your dreams on the screen. Logaster offers several versions of the logo for social networks (Facebook, Twitter, Instagram, Google+). Moreover, on the site you can create a business card or an envelope with your new logo. With Logaster, anyone can create a professional logo. This does not require any special knowledge and skills!

45 logo ideas

If you decide to make a truly high-quality logo, get ready to devote a lot of time and effort to this activity. Moreover, you should be aware of the latest design trends. The emblem is the main corporate style of your company, which affects the perception of your brand by the audience. A good logo should be liked and easy to remember so that your potential customers want to return to your site. We have collected for 45 original logos that definitely deserve your attention. We hope they inspire you to create your own masterpieces.

Do not forget to write in the comments which emblems you liked the most. You can also try to make your logo right now with

Every day a person comes across hundreds of logos. They are so familiar that few people think what they mean. But in fact, even the simplest logos often take months and millions of dollars to create, and almost every one of them has some subtext. In our review of 10 famous logos with a decoding of their meaning.

1. Fedex

The logo of an American logistics company consists of 2 parts: the inscription "Fed" in purple and "Ex" in orange. It seems to be nothing special, so why did such a modest logo win dozens of awards? The answer is simple - the space between the letters "Ex" forms an arrow, which on a subconscious level is associated with the speed and professionalism of the company.

2. McDonald's

Most people think that the logo of the McDonalds fast food restaurant chain is nothing more than the first letter of the company's name, painted in golden color. However, fans of Freud's theory argue that this form of the letter evokes associations with a nursing mother's breast.

3. Museum of London

The Museum of London is dedicated to the history of this city from the time of its founding to the present day. In 2010, the museum management decided to update its image in order to become more attractive to a younger audience. The new logo was made in bright colors and is sure to attract attention. At first glance, the new logo immediately presents a map of London. And each of the colored contours is the boundaries of the city limits of the British capital in different historical eras.

4. Adidas

The name of the famous manufacturer of sportswear and accessories arose from a combination of the first and last name of its founder, Adolf Dassler. Over the 66 years of the company's existence, its logo has changed several times, but it has always had three stripes. Today, the logo has three slanted stripes in the shape of a triangle, which symbolizes the mountain. This metaphor means conquering new heights.

5.Mitsubishi

Mitsubishi was founded in 1873 as a result of the merger of two shipbuilding companies. The company's logo appeared by combining the coats of arms of its creators - the three-leaf crest of the Tosa clan and three diamonds of the Iwasaki family. The three diamonds symbolize reliability, integrity and success, while the red represents trust and attracts customers to the brand.

7. Google

The Google logo looks very simple - just a regular inscription, the letters in which have different colors. In fact, when creating the Google logo, the designers wanted to capture a sense of the company's "rebellious spirit". The secret of the logo lies in the colors of the letters: the primary colors (blue, yellow and orange) are suddenly interrupted by a green letter that is out of the scheme. So Google decided to highlight its non-standard and unwillingness to play by the rules.

7. Animal Planet

Previously, the Animal Planet logo featured an elephant stretching its trunk towards a miniature Earth. However, in 2008 the channel was rebranded in order to increase its appeal to a wide audience. The channel had to get rid of long and boring documentaries and move on to captivating reports. The new logo, as Animal Planet explained, should represent instincts, the jungle and primal emotions. Quite a lot of emotion for an emblem that had one letter upside down.

8. NBC

It's no secret that the NBC logo symbolizes a peacock, but few people know why this is so. It was actually a marketing gimmick to get people to buy color TVs. At the time the logo was created, NBC was owned by the electronics company Radio Corporation of America (RCA). RCA wanted to show the public that the relatively high price of a TV was entirely due to the ability to view pictures in color.

9. Amazon

At first glance, the Amazon.com logo is very simple - the name is in bold black with a curved yellow arrow underneath. But what does this arrow symbolize? First, it represents the smile of a satisfied customer. And secondly, the yellow arrow goes from the letter "A" (the first letter in the Latin alphabet) to the letter "Z" (the last letter of the alphabet), which symbolizes the diversity of Amazon products.

10. Pepsi

The Pepsi logo is a simple circle with the top half red and the bottom half blue, with a wavy white line between them. At first glance, these are the colors of the American flag. But in fact, Pepsi has spent hundreds of millions on its current logo. The branding agency that designed the logo for Pepsi released a 27-page report outlining the many meanings behind the logo. It symbolizes the Earth's magnetic field, feng shui, Pythagoras, geodynamics, probability theory, and more.

The Fedex logo is outwardly very simple - large letters of purple and rich orange. It would seem primitivism. But it was not there. Take a closer look. The letters "E" and "X" in the logo form an arrow. Few people pay attention to it, but on a subconscious level it works just fine and evokes a feeling of speed and professionalism of the company.

McDonald's

Many believe that McDonald's simply took the first letter "M" from the name, enlarged it and painted it gold to create the McDonald's fast food logo. Only partly true. This emblem has a psychological aspect. According to Freud, this form is associated with a nursing female breast.

Museum of London

In the Museum of London you can learn about the history of the creation of the city from ancient times to the present day. Therefore, their logo is appropriate. Each layer is the geographical boundaries of the city at different times. The use of bright colors is also justified - to attract young people.

Adidas

The name of the network of sports stores "Adidas" was formed on behalf of their founder Adolf Dassler. The logo changed several times, but always included three stripes. At the moment they are tilted and form a triangle - a mountain. This is a symbolic image of the obstacles that all athletes must overcome.

Mitsubishi

In the 1800s, a merger between two shipping firms formed the Mitsubishi company. The logo of the new company was created on the basis of the previous ones - three oak leaves and three diamonds. Yes, and translated "Mitsubishi" as "Three diamonds." The red color of the logo symbolizes the company's confidence in the quality of their products.

Google

The "Google" logo consists only of letters painted in different colors. But it also has a direct bearing on the image of the company. The designers' goal was to create a simple logo without unnecessary special effects to convey the fact that this is a dynamically developing company with a rather playful character.

Animal Planet

In the Animal Planet logo, designed in 2008, the creators used different shades of green and turned one letter upside down for a reason. It symbolizes the jungle and primal instincts. And designed for a different target audience.

NBC

Many people know that the NBC logo is a loose peacock's tail. But why did it happen? This is due to the fact that when the design development was carried out, NBC owned the electronics company Radio Corporation of America (RCA) and the production of the first color televisions was just launched. The logo was supposed to convey all the advantages of a new generation of TVs. Butterfly and rainbow logos were rejected outright as not being creative enough. As a result, the choice fell on the peacock's tail and the slogan "NBC is proud of its new color TV" (a paraphrase of "proud as a peacock").

Amazon

The Amazon website logo is outwardly simple. But it also has a hidden meaning. The orange arrow symbolizes the smile of satisfied customers who have made purchases on the site. In addition, pay attention to the location of the arrow - from "A" to "Z". These are the first and last letters of the Latin alphabet. This is a hidden hint that everything you need can be found on the site.

Pepsi

Pepsi has changed its logo more than once. Today it looks like a circle, consisting of two halves of different colors (red and blue) and separated by a wavy white line. The colors were intentionally used as on the American flag. The agency that designed the logo just released a 27-page report explaining the full meaning of the logo. It is connected with the Pythagorean theorem, the Earth's magnetic field, the theory of relatives, etc.

Logos of fashionable clothing brands: history of creation and meaning (photos of logos)

We all try to wear things with the logos of fashion brands, but rarely does anyone think what these interlacing images of letters, words and symbols mean - only fashion experts can answer this question. We will talk about the history of creation and the meaning of some famous logos.

Fendi

Let's start with the well-known brand Fendi - the famous manufacturer of perfumes, fur products, extra-class accessories. The Fendi trademark is two letters F, one of them turned upside down, mirrored in relation to the other. The creator of this sign is the famous designer Karl Lagerfeld, and the two Fs are Adele and Eduard Fendi, the spouses are the founders of the brand of the same name, the logo of which is a reflection of the strength of business partnership and family.

Chanel

But the logo that every fashionista will not only recognize, but will easily explain its meaning is the interlacing of two letters C, mirrored to each other. Of course, this is the logo of the famous brand Chanel, which “lit up” back in 1925 at the presentation of the timeless fragrance Chanel No. 5. Without difficulty, in these intertwined letters, you can see the initials of the creator of the fashion brand - Coco Chanel.

Versace

What does the head of the Gorgon Medusa depicted on the logo of the fashion house Versace mean? This question should be asked to experts in ancient Greek mythology. It was from there that Gianni Versace borrowed this image for his logo, rightly believing that the Gorgon Medusa has always been a symbol of fatal beauty and hypnotic charms. Be that as it may, the logo really acts magically on the fans of this brand, and they invariably remain addicted to its products.

Givenchy

It seems completely impossible to understand what is encrypted in the logo of the famous Givenchy fashion house. And this is a stylized image of the letter G, which was repeated four times! But if you think that everything is very simple, then you are greatly mistaken, because there were more than a hundred ideas and proposals, and you chose the one that resembles magical ancient drawings - that's exactly how, and nothing else, according to the ancient magicians, harmony itself looks like.

Calvin Klein

Calvin Klein did not become original, taking his initials for the corporate logo. Interestingly, the famous designer began to use it in the early 70s to draw attention to his jeans collection. And he was not mistaken, because once Calvin Klein decorated the back pockets of jeans with two letters, like jeans, and the logos became a fashion hit. And today, the Calvin Klein brand has developed an original and simple system for marking its clothes using logos of various colors: white for a sports line, gray for mid-level clothes, black for extra class.

Burberry

The Burberry brand is famous for the most aristocratic logo depicting a knight riding a horse. The thing is that Thomas Burberry, the founder of the brand, opened his first store in the county of Hampshire, known for its ancient traditions. And in 1901, Burberry received a large order, which prompted him to develop his trademark. Interestingly, the motto is also marked on the knight's flag - “Prorsum”, which means “Go ahead”!

Lacoste

The story of a small green crocodile that has become a trademark of Lacoste and has been a symbol of prestige and quality of all things produced by the brand for more than 70 years is quite simple and banal, and at the same time interesting. The famous athlete Jean Rene Lacoste, nicknamed the Alligator for his ability to exhaust opponents on the court, launched his own production of tennis shirts in 1933. A small crocodile was embroidered on the tennis player's blazer: once drawn by a friend of Lacoste, the athlete liked it so much that it became the logo of the company he created.

Dolce & Gabbana

A tandem of two opposites - the silent Domenico Dolce, who grew up in a poor family and from early childhood was forced to help his father in the workshop, thanks to which he perfectly mastered the science of cutting and sewing, and the sociable Stafano Gabbano, the son of a wealthy Milanese stylist, who from a young age was a real fashionista, turned out to be so successful that in 27 years the two, who met in one of the Milan ateliers, turned the tiny studio they created into a world-famous trademark. And now designers surprise the world with their innovative ideas: their supply, apparently, is inexhaustible.

Gucci

For real fashionistas, Italy is associated, first of all, with well-known brands, among which Gucci is one of the leaders in the modern fashion world. It is hard to believe that the creator of the fashion empire, which today is a model of elegance, chic and refined taste, was a simple Florentine saddler Guccio Gucci. The first Gucci store, which opened in 1921, sold jockey supplies. The initials of the founder himself are encrypted in the image of the logo: two intertwined letters G became a talisman for Gucci, which brought him worldwide fame and great wealth.

Louis Vuitton

The history of the brand, which today is the epitome of refined style and impeccable taste, begins in 1854. Louis Vuitton, who learned the art of chest-making in Paris itself, founded a modest workshop that produced travel goods. But even then, competitors began to fake suitcases and bags that were produced by a small but successfully developing company. The crossed and zigzag LVs, and later the monogram with a flower and a four-pointed star, were designed by Louis' son to protect against plagiarism.

Hermes

The ultimate dream of every fashionista has long been handbags and scarves from the French company Hermes, which in 1837 began its journey with the production of bridles and harnesses for horses. It is interesting that for more than 100 years the company did not have a logo, or rather, its role was played by the name itself. With the image of a horse harnessed to a royal carriage, the founders of Hermes wanted to show how much effort they put into their company and how much time was spent on making it a famous brand, which today is associated with high style and sophisticated taste.

These original and memorable images accompany us everywhere. The logos of famous clothing brands are well known to many fashionistas, motorists will unmistakably recognize the manufacturer by the badge on the hood. What can we say about the trademarks of companies that manufacture household appliances and electronics. They are well known even to children.

Have you ever wondered who and how created the logos of famous world brands? What do they mean? Why does a seemingly simple picture become the hallmark of the company and be recognized all over the world? I must say that the history of logos of famous brands is sometimes very interesting. Get to know some of them.

Versace

Not all famous brand logos are as recognizable as this mysterious and catchy sign, which the famous fashion designer has been using since 1978. He became another decoration of his magnificent collections. Since then, the head of the Medusa Gorgon, located in a circle, has become the trademark of this fashion house.

When the couturier was asked questions about the rather strange choice of logo, he replied that it was a symbol of fatal charms and beauty that could hypnotize and paralyze any person. And I must say, maestro Versace achieved his goal - his logo is known all over the world. It has become a symbol of perfect taste, sophisticated style and luxury.

Givenchy

Photos of logos of famous brands often appear on the pages of glossy magazines. This square, consisting of four letters G and similar to a stylized clover leaf, represents strict lines and harmony. Some experts in the field of symbolism are sure that the company used the rules developed in ancient Greece to create it.

Givenchy uses the logo as embellishments and prints that are popular and recognizable all over the world.

Lacoste

Famous brand logos and their names can be found in many fashion magazines. And this little green crocodile does not need advertising, since it has long been a trademark of Lacoste, which is famous all over the world primarily for polo shirts.

Probably, not everyone knows how this sign appeared. It is not a combination of letters that define the name of the owner of the company. Jean Rene Lacoste is a former successful tennis player, in narrow circles he was called the Alligator. He founded his company in 1993, which focused on sportswear for tennis players.

The trademark was created spontaneously. For fun, one of Lacoste's comrades drew a funny little crocodile, which later became the logo of the new brand. Today, the fruit of this successful, admittedly, joke is one of the most recognizable in the world.

Chupa Chups and… Salvador Dali

If you think that the logos of famous brands are not known to children whose parents are far from fashion, then you are mistaken. A striking example of this is the company Chupa Chups. All the kids in our country know this product. But how is a great artist connected with her?

One of the most famous and prominent representatives of surrealism, artist and graphic artist, director and sculptor, writer has contributed to the development and prosperity of this company. After all, it was Salvador Dali who created the logo of the world-famous sweet candies on a stick. We must pay tribute to the founders of the company - they did not spare a substantial amount and invited the well-known artist Salvador Dali to create the logo.

It should be noted that their costs paid off with interest. The trademark turned out to be bright, simple, interesting and at the same time understandable and unobtrusive. According to the artist himself, this work took him no more than an hour. In the color scheme, he used the colors of the Spanish flag, rounded the letters a little and placed them in a frame.

Nike and Carolyn Davidson

Logos of famous companies and brands are sometimes striking in their simplicity. Therefore, many are interested in the question of why they are so memorable. An example of this is Nike and its laconic “tick”. When the company launched a logo competition, Portland State student Carolyn Davidson entered.

It is interesting that then her sign did not cause much enthusiasm among the owners of the company, however, they found it quite promising. It's funny, but for her original work, Carolyn then received only thirty-five dollars. I wonder how much brand owners value their logo now?

apple apple

Logos of famous brands are often striking in their originality. Millions of people around the world know what the Apple logo looks like. And most of them know about the founder of the company, Steve Jobs. However, the name of the creator of this famous logo is known to few. Most people think that Steve invented the bitten apple, but this is a delusion.

At the beginning, Apple had a different trademark (Newton writing something while sitting under a tree). Steve did not like this option, because from his youth he gravitated towards minimalism and simplicity. He said: "Icons should look like they want to lick."

He set such a difficult task for Rob Janova, the designer who worked on the new Apple logo. The only desire voiced by Jobs: "Don't make him sugary." A few weeks later, Steve had several sketches of rainbow apples (bitten and whole) on Steve's desk. Jobs chose the well-known option, which seemed to him more interesting and original.

NeXT

Famous brand logos sometimes have a special meaning for company owners. This is what happened to Apple founder Steve Jobs. He had to face many problems in his life. He was even fired from the company he founded. But Steve cannot be attributed to people who are broken by life's adversities. After leaving Apple, he very soon founded another computer equipment company and called it NeXT. The name turned out to be symbolic - "next". This was probably how Jobs emphasized that he was unstoppable, and he would create the next company with even more enthusiasm and fuse.

But back to the history of the creation of this world-famous logo. He was commissioned to develop the famous graphic designer Paul Rand. He gave Jobs a strict condition: “You pay me $100,000 for one version of the logo that you are sure to suit.”

As a result of this collaboration, the world recognized the inscription NeXT, made in the style of Steve Jobs. The sketch was accepted immediately, without edits. The only thing Steve wanted to change was highlight the letter E in yellow. It is impossible not to say that Paul Rand previously created logos for the huge computer corporation IBM, the worldwide UPS delivery service, and more than a dozen medium and small companies.

Coca Cola

When we see the logos of well-known brands, which undoubtedly include the Coca-Cola Corporation, it seems that they were developed by teams of professional marketers and designers. But in this case, things were different. The logo for this company was developed by an ordinary employee of the company, accountant Frank Robinson.

At that time, the company did not yet have its current name, and it was Frank who chose it - Coca-Cola. He placed the name on a red background, and used the standard cursive at the time to write it. Such a font was then considered the standard of calligraphy. This is how one of the most recognizable logos of our time appeared before the world. True, about once every ten years, the company slightly modifies its trademark. But the special font remains unchanged, as well as red and white colors.

three-beam star

All motorists dream of owning a car with such a logo. Mercedes was founded in 1926. And the logo, known all over the world today, appeared much later. The company voices the official version of its meaning as a trinity - air, earth and water.

It is in cars (on the ground), in boats and yachts (on the water), in airplanes (in the air) that engines produced in factories are used. There is also an unofficial version that says that for the first time such a star was used by Gottlieb Daimler, the founder of Mercedes-Benz. In a letter to his wife, he used this symbol to indicate the place where their new home would be built. The sons of the founder of the company slightly modernized the father's star, and it became the company's logo.

The three most popular stripes

And this logo represents not just a brand, but a huge industry that has been a trendsetter in sports fashion for several generations of professionals and sports fans. For a long time, the company's logo was a shamrock and three stripes.

An interesting fact is that designers were not involved in creating the logo. Its concept was proposed by the founder of the company - Adi Dassler. For 22 years (until 1994), the trademark was unchanged. But then new trends in fashion forced the specialists of the well-known brand to somewhat rework the trefoil, beloved in the world. Now the company's products are decorated with a logo, which is a triangle, made in the old traditions. The theme of the three stripes was retained.

Since 2008, the company has been releasing a separate collection of shoes and clothing called Adidas original. She combined the fashion of the 80s, as well as the original logo, which was created by Adi Dassler.

Calvin Klein

This brand began its existence back in 1942. His logo was created immediately. However, it became recognizable only 30 years later, when the designer introduced the jeans line to the world and placed the logo on the back pocket.

Later, it began to be used not only as a sign of recognition, but also to serve as a navigator through the collection. The dark logo stands for top-level clothing, gray for permanent clothing lines, and white for sportswear.

Famous brand logos: Brandomania game

If you are interested in the history of trademarks of companies, then you will surely be interested in a new game. A few years ago, it appeared in the West, and now it is winning the hearts of gamers in our country. The game "Brandomania" consists of seven levels, they open as you progress through the previous ones. For experienced brandomaniacs, three special levels have been created, over which you will have to rack your brains in order to achieve good results.

"Brandomania" has a relaxing dynamic. It is best played by multiple people. It is desirable to answer the questions the first time, then you will be able to collect the largest number of prize coins. Of course, the game is designed for those who know at least some logos of famous brands. The game (answers may not be very simple) suggests the possibility of using hints. To do this, you need to click on the "light bulb" icon, and you will see information about an unknown brand. And the "bomb" will remove most of the letters, and you will need to guess which word is hidden behind the rest.

The design of the game is quite simple, the control interface is clear. We must pay tribute to the authors of the game for the fact that they not only changed the logos beyond recognition, but also retained their main features. According to those who have already mastered the first levels, guessing the answers to "Brandomania" is really interesting.