8ravel

A, on a school report, is the grade everyone is after. Read 8ravel aloud and the number melts into the letter: eight-ravel, A-travel, as in A-class. It is a name for that kind of trip: well planned, comfortable where it should be, adventurous where it counts. The digit does a second job as well. Draw an 8 without lifting the pen and you get a loop with no end, the old idea of life as one long journey.

In the logo the loop turns literal. A ribbon 8, shading from turquoise to navy, sends a contrail up to a small plane leaving the frame, and the rest of the word follows in blue italic with '.com' in gold. On its own, glowing against grey, the 8 would work as an app icon or a luggage tag.

The mock-ups imagine the business around it. A printed trip itinerary carries the line 'Explore the world with us' beneath the logo, with Mount Fuji behind a pagoda, the Eiffel Tower and a long-tail boat on its cover, and a watch, aviators and a brass compass scattered on the desk. An office sketch puts the mark on a white wall above a team on the phone. A website concept fills in the rest: stays, flights, car hire, cruises and a search bar waiting for a destination. A boutique agency could wear the name, and so could a booking platform.