Choosing a logo and something that will define your brand (hopefully) forever is never an easy task. We were at a major sticking point prior to the conception of logo, the Jasper. The brand name itself is a play off of the Egyptian concept of truth and balance known as “Ma’at.” Its personification was often accompanied by an ostrich feather. This symbol would serve as the inspiration behind SMAAT’s own interpretation of the ostrich, the Jasper. The legs of Jasper work as the logo on our midfoot as a subtle nod to both Ma’at and world’s fastest flightless bird.