A strong logo tells a story at a glance and when you look for a second time you discover something new. A strong logo intrigues and defies the laws, is stubborn, it fits within and originates from its category. A strong logo is more than an identifier, it talks and makes you think. Playing with visual intelligence, counter-form, illusion, iconography, semiotics, storytelling. This logo of The Hague pop venue ’Paard van Troje’ for me represents a way of thinking and is beautifully executed in its kind. A way of designing that challenges you to look. You can see that quality in more strong logos. FedEx, Toblerone, MyFonts .... But I witnessed the development of the ‘Paard’ identity from up close and therefore it has extra meaning for me.