Logo is based on a research thought leadership unit in which I am part of in my day job. We have currently conducted studies in 28 markets, including Brazil and China, and have a total of more than 50,000 respondents worlwide. Because we are a group of storytellers and truth hunters, I wanted this logo to have a bit of storytelling feel.
PLAYING WITH THE FONT:
I started playing with the font and thought it would be cool to do old, ancient font types used in fairy tales or in titles of old sotries like Canterbury Tales.
The design is going to live on a tote, which will have a front and a back. I want the tote to be as if it were see-through. So in the tote, you can see the person carrying some books, their keys, and wallet. My only worry is that the lettering has too much details and that gets in the way of the logo and design.