Conceivable is an AI-driven, fertility-focused and personalised supplements business, quite a mouthful. Firmalt worked with Conceivable to reposition fertility from a guessing game into a knowing experience. The logo, a ‘C’ shaped around the moment of fertilisation, captures the spark of life within its counter-space. The forward slant lends it a sense of rapidity, and the rounded points softens it all. Fertility is a sensitive topic, especially as it’s absent any guarantees, for an IVF service, this logo would be a no, but for supplements, sure. Nice idea, well-executed.