This client had adopted the concept of an onion as central to their sales model. The process of “getting to the core” was a became more challenging with each layer. We also identified that the process was not a straight shot, and somewhat of a journey. We reached our “aha moment” where these concepts came together when we started playing with the letterforms. We were able to take the letters D-A-C-O and make them into a maze that ultimately gets to the core. As you can see above, this icon also worked well as a textural element as an extension of the identity.