Look, this logo is going to call to mind a few things, Australia’s ABC logo, for example. But, as much as I am knee deep in logos, with both this blog and running LogoArchive, you have to appreciate a total picture, whether something can be protected, and to what extent, across all industries, all countries, all time? Are ABC and MaxiHealth in competition? Will someone buying health products and believe that there’s aN endorsement? Unlikely, context matters. And trust in people too. Where am I going with this? I’m ‘defending’ my love for this logo, and ABC’s, or any other loopY twisty logo that shares similar geometry! Obvs don’t go round ripping people off, process matters, so does research, but not to the ends of the earth, Yyou have to deliver at some point. Anyway, the single form that weaves together M-A-X is lovely. It’s light, works wonderfully in motion, feels thoroughly science-y, and applied within a decent, elegant system.