Haze wanted to find balance. He wanted to make the logo felt like it had personality. “I put my fingerprints on it,” he told me. “Not just some computer-generated work, but at the same time, I had to be sensitive to the mainstream audience.” Haze knew he wanted the logo to be clean and not too far off the deep end. If his work ended up on a billboard, he didn’t want it to send people in the opposite direction.