Corporate Design study of a team of architects, who are btw friends from university times.
50 % of the architects have a russian background. The approach was to combine the russian expression for friendship: druschba … and the 2 main letters ‚D‘ – for Druschba & ‚A‘ – for Architects.
D + A = ‚DA‘ (Да) also means ‚YES‘. So it has even one more meta level – a positive connotation.