One of the best ways to convey multiple attributes simultaneously is to find a good metaphor. It turns out that one of the fastest fish in the seas is the blue tuna. The "blue" was a hit, but the tuna wasn't working, so the thinkers at Tungsten but in a brighter bulb and came up with Bluefin... the largest tuna around (and with a much cooler sounding name.) The logo designer incorporated three blue "fins" to give it a sleek, sophisticated look. The new name and graphics now conveyed the size, strength and responsiveness the client wanted. You might say they were completely "hooked." The Production Director added the catchy three word tag line "Efficient by Design" and now Bluefin is moving full speed ahead.