Equator is a platform that translates hundreds of data points into actionable insights for people that want to make sustainable choices when they travel and easier for travel operators to parse. Using the name as a starting point, For The People developed a new logo that uses the equator line and Earth’s axial tilt to create a globe with a distinctive ‘e’ shape. In motion, it mirrors the constant rotation of the earth, scanning and sorting through a world of data to find experiences that do a world of good. Simple, distinct, lovely.