In A Grab.
In a situation.
In a bargain.
In a problem.
The name inagrab on its own may confuse some people. It could have a negative or a positive ring to it, but you can see above more negative. For example, In A Grab includes the word grab, which sounds assertive and aggressive. A grab could be a situation or a problem, which is as cynical as it can be. The logo icon we had chosen earlier had a combination of colors that signified specific triggers of people who shop online. Yet, again the majority of the colors were aggressive or embodied an aggressive nature.
Shakespeare raises the question of “What’s in a name?” And we want to raise another one, equally as important. “What’s in a font?”
The journey of finding the “right” font isn’t a breeze. A font that allows us to translate the vision of helping people, businesses and unity. Indubitably, times New Roman and Comic Sans are out of the question, but what font will it be?
On our quest, a particular case that happened with a Basketball team in the early 2000s has caught our attention. The team owner (Donald Sterling) was recorded saying racial slurs, keeping in mind the team consists of a majority of African American players and a very inspiring African American coach Doc Rivers. Now you don’t have to be a basketball fan to admire how the amazing leader Doc Rivers was able to gel the the team together and not get them to stop playing in boycott due to the situation. He states that an African woman he knew said to him, “You have to embrace Ubuntu! Become Ubuntu!”. His rendition of Ubuntu was “I Am Because We Are!” that resonated. It signified exactly what Humanity was about, the teachings of almost every other religion, the fabric of every globally successful individual. The word meant Humanity, compassion, Virtue, Kindness, and Goodness all in one single word.
That was everything we were looking for to represents our organization, but the question still remains on how to instill those words, that nature, that behavior in a company logo that somehow sounds assertive and aggressive, with a massive call to action that’s so materialistic without being pretentious, and being ultra subliminal? The intent was to create a logo that people look at and feel comfortable instead of aggression.
Ubuntu was the answer all along.
As we were trying to embrace Ubuntu and become one with it, we had our Eureka moment. We found out that Ubuntu actually exists as a font! It was cool, minimalist and pristine.
We read more about it and about the designer Bruno Maag, who had designed this logo to represent Ubuntu’s actual meaning. He has masterly captured the essence of it. Just looking at the font was easy on the eye and allows you to relate to it comfortably, and that was how the first version of inagrab was born.
Sometimes it’s not that immoral to judge a book by its cover or an organization by its name and its logo font, because when you know the story behind it, magic unfold.
We are inagrab, we are Dalooni, we are Ubuntu, and we will take over the world.
