Way before the March of Penguin or Happy Feet, it was 1999, a penguin appeared in my dream and gave me a message that care for nature was the meaning of life. The dream message was clear to that extent that I wondered why penguin was not talking to me in my waking life. Wouldn't it be nice if, just for the fun of it, it came to me and truthfully said: This is the meaning of life!
Without any further hesitation I decided to pay attention to each moment I would see a penguin as if it was a confirmation that I was on the right way. Something like passport for success. Little I knew at that time how responsive penguin would get...
Thailand: a child's drawing of penguins at a hostel's reception desk
Nepal: water brand Penguin
London: posters all over the city: Where is the penguin?
Beijing: six new penguins at Beijing Zoo 2003
Cambodia: penguins on a T-shirt
Australia: penguins on the shore
It never appeared in my dreams again, it became part of my waking life and my passport is getting filled with the stamps. For 5 years it has been walking with me as my company logo.
The story behind the logo
I simply explained what the key words were and how I wanted the meaning to be combined into one. The rest was inspiration. Jose Abad, artist, has expressed it all in one Chinese character, the symbol for Dao, the Way (道) and upon the request added the penguin. The base for Chinese words ‘business’ and ‘penguin’ have the same character（企）as their foundation. So logo in Chinese simply translates to ‘Business Way’ or ‘The Way of Business’.
道 – Tao, the Way
首 － To lead
企鹅 － Penguin