The PRAxIS (Practice x Implementation Science) Lab at UNSW seeks to transform cutting-edge research into real-world solutions. In cases such as these, it’s easy to fall into the trap of designing a complex graphic to try to “explain” everything the Lab does. This is not the function of a logo. The design of the logo itself conveys as much about the organisation as the illustrative elements. For example, the strong, graphical nature of the logo conveys the lab’s robust, confident, cutting-edge approach, whereas a fiddly diagrammatic, which indeed might show what the lab does, would actually convey a conservative, rules-bound and perhaps fearful image.