Design agency NOT Wieden + Kennedy called on nine local visionary creatives to reimagine its parent company’s logo, and the results are as diverse as they are thought-provoking, challenging the definition of what a logo actually is.

The W+K mark was reproduced in rings, letterpress, gold leaf, chicken-shop-style, cake, and shaved hair, to name just a few.

Wieden+Kennedy’s design director Alex Thursby-Pelham shared what she learned from the project in a Design Week article. “Logos present a rare opportunity to explore the values of a company beyond what typeface or color you choose…. It also really challenges the idea that logos have to be created digitally. Why can’t they be a cake or a chicken shop sign? As lofty as it sounds, the physicality and the craft behind many of the pieces give them soul beyond art boards in Adobe Illustrator.”