Laug Auf is a suggestion, a mantra, and a philosophy.
The homophone, "log off", is a verbal reminder to put our phones down more often. But the literal translation tells a deeper story. The mashup of Estonian and German means "EyEs opEn."
Live with EYES OPEN. Believe in abundant possibilities. Interpret missteps as opportunities for discovery. Find the good that exists in every experience.
This meaning is embedded in our logo:
1. thE lEttErs: The logo is built from a stylized L + A forming an equilateral triangle symbolizing balance and equality.
2. thE EyE: At the center is a power button. It's the iris of a mind's eye. A switch to "turn on" our curiosity and imagination. An invitation to look beneath the surface and find the deeper, more purposeful meaning of life.
3. thE facE: Pan back and a face emerges. Hair parted at the center, eyes turned inward, meditative and reflective. The power-button becomes a brain, representing our ability to interpret our experiences however we choose.
4. thE pErson: Zoom out farther to see a person, balanced perfectly inside the triangle, like Da Vinci's Vitruvian Man. The arms are wide open to embrace all that life offers. The power-button is now a whole head, awake to this truth: "life is a story we're telling ourselves and believing."
5. thE codE: It's time to dig even deeper. The name l-AU-g AU-f breaks apart into 5 pieces, from singular to whole:
l = 1: within this singular present moment, be free of expectation and judgment
AU = gold: the golden mean (virtue), the golden rule (behavior), and the golden ratio (universal structure)
g = gram: our mass and every "ounce" of our essence
AU = authenticity: pure and genuine
f = frequency + flow: our exchanged energy, both given and received
Together: "1 gold gram radiatEs thE goldEn frEquEncy and gEnEratEs thE goldEn flow."
Starting with the letters, to the eye, to the face and, finally, this coded message, the EyEconic logo holds it all: be fully + genuinely present; interpreting, internalizing + projecting positive energy.
