Impact Lab is an impact measurement organisation that aims to help both investors and service providers maximise their social impact. It does so by providing them with the tools to measure and foresee the impact. In other words, Impact Lab backs up soft human stories with hard data like no other. The logo was strategically designed to embody this. It symbolizes the two components with each half. And as the brand's tagline says, “To improve impact, you need the full picture”. The logo further communicates this message through the use of negative spaces– where the initials of the company can be seen in between the symbols. Thus, representing Impact Lab as the connection between the two parties. It is only with this that we are able to see the “full picture”.