Enchilada prefers ‘legible’ logos. Logos where the visual origin can be traced, logos where a powerful basic idea forms the conceptual and visual starting point. Of course, some brands or services lend themselves better to a visually 'readable' translation than others, but we believe the art of (logo) design lies in visualizing (the essence of) a brand or service, not in abstracting it. Abstractions often create distance, where connection is desired. As an exponent of the ‘readable’ logo, we have opted for the wool brand that, after more than 60 years, has lost none of its substantive or visual significance. But this could also have been the logo of Apple, Shell, NS or the Zonnebloem.