But, a big but here, the name had already gained traction and built quite a strong brand equity and brand recognition with existing stakeholders. Together with the new partners, we decided to shorten the name to HM and added the word "Strategy" to the game, thus renewing the firm with a greater purpose which goes beyond the founders. To ease the transition, we created a logo animation which reveals both the full and abbreviated names, paying tribute to the past while looking ahead into the future.