This sketch, scribbled on a small scrap of paper, is the original concept for the Laug Auf logos.

These two words, their sound (log and off) and their meaning (eyelids and open), are the essence of the Laug Auf brand and the inspiration for the logos.

first sketch - 3/30/17

Both designs are based on a third eye; symbolic of the ability to see possibilities, inside and out.

classic hand-drawn

The colorful 'Classic Logo', has a power button iris (red for ‘off’); the lower eyelid is a halfpipe, with decks and coping — as suggested by little ripper Orion Y(eet)berg; rays from a rising sun shine over ocean waves; above is a mountain, with both green grass and a snow covered peak. All of these elements combine to represent a composite of the wonderful and rewarding activities that await us in nature.

classic digitally rendered

The ‘Iconic Logo’ is clean and direct, but maintains the spirit of the “Classic”. The power button iris remains, but the triangle (made from the letters L and A), now represents the Greek symbol Delta and the power of change. Because, Laug Auf is a brand for Generation Delta (“The Generation of Change”). The eyelid, created by the arc of the A extending across to the L, doubles as the outspread arms of a power button headed person who’s open to experience.

This power button is symbolic of the 'power' that every one of us has within our head to make our own world whatever we want it to be.

iconic logo


©2019 Laug Auf - All rights reserved.