The word afterglow is defined as, “a glow remaining where light has disappeared” as well as, “a pleasant effect or feeling that lingers after something is done, experienced, or achieved.” In this instance, the visual elements themselves fade in and out of a hazy glow — an invitation for the audience to experience afterglow. Just like the smoke from a candle after it’s been blown out, the logo is ever-changing. The word mark mimics the action of the dissipating flame and smoke — at times bold and crisp, other times soft and diffused. The color palette features a dark indigo which conjures the soft hues of darkness behind a flickering flame, combined with creamy pink hues that evoke a sense of tranquility.