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Handstand is a consultancy dealing with employee and management issues traditionally viewed as 'soft', but which ultimately deliver hard business benefits. We felt the brand should avoid the touchy-feely abstract imagery that one might expect. On discovering that all the characters of the name could be stood upside-down without losing readability, we knew we could create something visually simple, distinctive and memorable. The strapline "looking at work differently" completes a concise communication that characterises Handstand's unique approach.