The concept of this design is based on the idea to design
a simple and elegant solution. This goal should be achieved
by a symbol that symbolizes solidarity. Solidarity is defined
as a feeling of unity or a union between different members
of a group or between classes, peoples, etc., that arises
from having common goals, responsibilities or interests.
The ampersand can be seen as a symbol that represents
those values. It can combine different parts of a sentence to
form a stronger message together or it is often used
in names of companies or firms, where individual people with
the same goal work together. In addition to that there are
thousands of different fonts in existence that all possess their
own unique ampersand. The designs were created by
combining different ampersands, this represents the variety
and diversity of humans. Serif and sans-serif fonts can be
freely combined to create different variations that represent
different kinds of relationships (gay, lesbian, transgender,
etc.). In order to strengthen this symbolic representation the
different forms end in hands that interlock with each other.
To make the label more luxurious the shorter arm would be
printed with a metallic hot foil stamping.