Go Deep! is a conference hosted by the ESC of Central Ohio to encourage deep thinking in the classroom. Due to COVID-19, the conference was put on hold and made into smaller online webinars. The Communications team was tasked with branding the inaugural conference with different themed logos each year. The first theme of this conference was a deep space idea with a focus on purple gradients and orange accent to represent creativity. The program head of the conference wanted a logo that illustrated a theme of ideas and thinking outside the box. This is how I discovered a creative way to combine the arrow and the light bulb. Thinking deeply combined with the light bulb resulted in the beginnings of the Go Deep! Conference brand.