The namesake of our creative studio is a superb song of the same title, performed and recorded by our favourite band, Ultravox. Lyrically and thematically, the song speaks of how "the paths and the angles of light" pass through the camera of the mind and into memory, "recorded and logged for a time." We depend on those paths and angles—both in the natural properties of light and reflection, and in the technical properties of digital illustration—to project and perceive our visual creations. What better to illustrate all of that movement of light and shapes than a lens system? Our logograph stylizes the diagrammatic representation of a telecentric multiple-lens system, redirecting and focusing the light—and by association, the ideas—passing through it in a precisely calculated, predictable way. Consistent design, and determined purpose, creating lasting memories in the mind's eye. That's Paths and Angles.