This logo was created on spec for Saatchi & Saatchi London, who were pitching a new brand - with the tagline 'Go Beyond' - to the University of Limerick, Ireland. The idea was to position the university as a school for pioneers in every sense. As the most westerly university in Europe, one of the original taglines considered was 'Go West', and perhaps we could have commissioned the Pet Shop Boys to record a special jingle.

Or perhaps not.

Kevin Roberts, CEO of Saatchi & Saatchi worldwide, noted: "I thought 'Go Beyond' and the final graphic was terrific. It repositions the rest of the rest of the market into obscurity. It's challenging as Think Different. Terrific stuff." Cheers mate.