Symbols were the first form of written language. Symbols connect and communicate with us more powerfully than words. When you have identified your touchstone and the emotions, find the one element that connects them.
For David and Deborah Meniane, it is the image of David's Grandmother Victoria. For David Stein and Jason Drum, it is the bowling ball base for their table tap. And for Peter Deutch and Jim Nantz, it is an escutcheon plate surrounding a keyhole, symbolizing the moment when you fit the key into the lock and open to your life to your calling. In each of these instances, these symbols have a universal appeal because of their iconic presence. Everyone responds to a kindly grandmother. Many remember the joy of league bowling and all of us recognize the opportunity to slip a key into a lock, and open the door to opportunity.
As Deborah Meniane tells us people "want to feel like they are a part of something more. By sharing your story with them, you allow them to enter your world and be a part of whatever you introduce them to. By having Victoria and her picture on our logo, we let people into our lives. They know we are not only selling them a great product but an atmosphere."