Why the goldfish?
What’s the story behind our goldfish?
Everybody asks this question – usually with a smile – when they first see it. Frankly, that smile was a large part of our intent.
In an industry with so many companies that sound alike and look alike, we wanted to be known for our unique style and approach. Over the 20 years that we’ve used the goldfish, we’ve found that the mark makes a particularly apt metaphor for who we are and how we work.
The goldfish is simple, graceful and colorful. It easily transcends cultural boundaries. In many Asian cultures, a goldfish portends good fortune.
Like Addison, the goldfish is adaptable. It can stay small or grow larger as its environment allows. We, too, are able to scale to the right size for any opportunity, large or small.
That’s how our goldfish became a distinctive symbol, one that embodies the creative energy and easy approachability of Addison and our people.
Perhaps most important, it makes people remember us and smile.
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