The meaning behind the logo

The core of the logo & design

The logo and the rest of the branding are created by Emmy Avén and collected in Tommy Davidovic AB's brand book. When the logo was to be created, we stood between using a compass or a fire / flame. It ended up being an easy choice because the fire mostly connects to my identity and the company's core: - EnergyGrowFlow -. Fire has always had a special meaning for me and is also part of mine life purpose statement.


Energy to create change. To use the power and drive that is inside to act, feel joy, experience, and realize all the possibilities that you long for.


Growth, learning and development are so central to our existence. Personally, at work, in relationships - no matter what area we are talking about, it is vital that we feel some form of development in them. The status quo does not exist. What does not grow, it withers. We cannot control everything that happens in our lives, but we can control whether we choose to grow in the process or not.


Flow is what we are all looking for. As often and as easily as possible. Many people see flow as something that only happens to athletes, but it is so much more than that. Flow is both the state when you are deeply focused, present and happy in the moment, at the same time as it is an attitude. Society teaches us to live in opposition to everything we consider negative, while living in flow is to learn to accept and not try to resist life's ups and downs but rather to surf on top of them.   

Fire & color choice

Basically, fire is a metaphor for everything positive that a fire can be. It stands for passion, drive, security, warmth, challenge, inspiration and spontaneity. It can set things in motion, often with great force. But it can also be very calm and create security.

The choice of color was easy! My favorite color is petrol blue. Variants of petrol blue run throughout the brand. Everything from the decor in my offices, the color scheme on social media and the website. Because metaphors mean different things to different people, we were aware that for some, a fire can be experienced as stressful, anxious or just too much. It was therefore very suitable to put the same colors on the logo. We wanted to somehow combine the feeling of air and water; constantly changing but at the same time confident.

I am fire, that inspire.

Life Purpose Statement

I am fire that inspire.

This was what came out when I myself worked on developing my own life task, something I also do with many of my coaching clients. The explanation is quite simple. As far as I can remember, I have always described a fire when I get to draw my self-portrait or tell about myself. In addition, people around me always said that I set fire to their buttocks. That I have an ability to inspire others and create a feeling that anything is possible.