True artists in their own right, our friends at Hakkasan are imaginative, detail-oriented and unafraid to think outside the box – in other words, just the kind of people we jive with. The chemistry between us was obvious from the start, and has led to a long and happy working relationship and more than a few exciting ideas. Hakkasan recently tasked us with the challenge of developing a brand concept and logo for the Heart of Omnia, a new VIP room Hakkasan plans to open at the center of their self-titled multi-level Las Vegas nightlife playground. Because were big into symbolism, we focused on using geometric elements to create a logo with a deeper underlying meaning for the brand. So we hit the history books and found our shape and story. Since ancient times, the triangle has symbolized inner vision and the spiritual core. Being the design freaks that we are, we gravitated toward the shapes perfect symmetry, which just so happened to resemble a heart when inverted. It seemed like the perfect fit, so we made the body of the logo triangular with three distinct focal points. We placed a circle at the icons center because in many cultures, the spirit or soul is illustrated by a circle placed within the center of another shape. The finished product was a logo that flawlessly represents the the Heart of Omnia, a place of light and balance at the core of a larger, multifaceted entity.