About our name, logo and tag line To understand the values behind our name, logo and tagline is to know about Proxico. Name: PROXICO's name has been developed to specifically imply the nature of our business: The PROXI element - refers to our role as the business proxy of international clients. The CO element - confirms our status as an incorporated company. Logo: Communications is at the centre of our business. In the same way "CO" its representation is at the centre of our logo. The swish incorporates a number of different ideas about our business. The swish is based on a segment of an oval shape. The swish has a philosophical, geographical, business functional and business dynamics significance. Philosophical Interpretation: • The oval is a fundamental part of the construction of the logo but is invisible. Its invisibility represents thought while its shape represents the globe. Put together we arrive at the notion of thinking globally. • The highlighted segment of the globe represents physicality, locality and action. Put together we arrive at the notion of acting locally. Geographical Interpretation: • The oval represents the globe and is a metaphor for the international/global nature and ambitions of Proxico's clients. • The highlighted segment of the globe represents Europe, the geographical area in which Proxico UK Limited operates on behalf of its international clients. Business Functional Interpretation: • The oval represents a client's business cycle whose rotation is clockwise from the bottom of the oval. • The highlighted segment represents Proxico's growing involvement in the client's market development programme as they enter Europe. This is followed by an initially intense involvement in the client's European business development programme that diminishes as business matures and stable distribution relationships are achieved. Business Dynamics Interpretation: The swish has a dynamic meteor shower-like appearance representing Proxico's core virtues of focus, direction and speed of movement. The Tag Line: The tagline was developed to succinctly represent, by metaphor, what Proxico sets out to deliver to its clients. Two interpretations of the tag line are relevant and represent Proxico's proposition to its clients. "New pathways" represents new channels to market. The "open doors" component has the connotation of a market welcome only given to a trusted or knowledgeable friend with local knowledge. In this definition we provide new channels to a market that is welcoming by virtue of Proxico being a trusted proxy. In a different interpretation a comma is inserted into the Tag Line - "New pathways, to open doors". In this context the "New pathways" is a metaphor for new approaches or methods while the "to open doors" component has the active connotation of forcing entry into the market place. In this definition we offer a fresh, proactive approach to helping our clients enter the European Market.