We’ve rounded the corner

We’ve rounded the corner

[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Force concentration. That phrase meant absolutely nothing to me a few months ago. I was busy moving stuff around the office, putting them into cardboard boxes. I lifted one of the said boxes, and, no sooner had I stood up straight – it started to slip. Well, actually, it began to do this ‘rotating’ thing as it slipped…

I frantically tried to hold on to it by pressing it into my tummy and onto my knees. So… I did what any girl in my situation would do, I looked for some support to cushion the inevitable fall. Luckily, a fully-packed and taped box was right under me. Great! By now, the left corner of the box I was carrying was pointing straight down, and I had all but lost my grip. The box slid from my hand, corner point down, and crushed the lid of the box beneath it, making an odd ‘glass breaking’ sound. Fantastic. ‘GLASS’, scribbled with a permanent marker in bold letters shouted out at me. What just happened? The entire weight of box that I was carrying was applied to the lid of the box below, transmitted via that darned corner (which, after doing its ‘job’, was totally destroyed in the process). Force concentration.

In some instances, force concentration can be a good thing. It helps break through the clutter, it can help create a unique selling proposition, it can also help restrict focus and pinpoint strategic weaknesses and target opportunities. But, not this time…

So, when we wanted to refresh Streamline’s corporate identity, just one thought jumped right out at me. You see, we are the exact opposite of a corner.

We don’t allow force concentration to cause breakage. What we are, if anything, is a circle. You see, a circle is the only shape that resists pressure effectively. Apply a force to a circle, and it spreads it out evenly around its edge. That’s exactly like the people at Streamline Advertising. We resist outside pressure because we’re a team that evenly distributes the stress equally among ourselves. We don’t allow stress to concentrate in just one spot. Just this quality alone is what gives us that proverbial ‘edge’. We don’t let pressure cloud our judgement. We don’t allow stress to push us into making snap decisions that may not be right for our client’s business. And we never permit stress to break down relationships. That’s the Streamline difference.

That’s why we chose the circle to feature in our new logo. And that’s us, rounding the corner.[/vc_column_text][/vc_column][/vc_row]