The new identity features abstract concentric flames, which capture the company’s ability to gather resources, develop technological strategy, and provide productive and personal solutions. The number “1” represents the one-on-one relationships the company generates with its clients. Varying shades of reds grounded by black and white were selected as the primary color scheme, symbolizing the warmth felt in each interaction. Combined, these elements help to visually convey the brand’s primary mission: to rekindle humanity through IT.