So I was thinking through adding the new inSL logo to my business cards.

Then started playing through handing it out to one of my RL clients (is RL trademarked? Make note to check).

(Handing card to prospective client)

Client: Thanks. Hey, geez, that’s cheeky.
DW: Huh?
Client: (Looking more closely). Oh, sorry, I thought that said inSLT. Dunno how I saw a “T” at the end of it.
DW: (Awkward chuckle)
Client: Um, what’s it mean?
DW: inSL? It means In Second Life.
Client: In Second Life what?
DW: Oh, it means our company is in Second Life. Well, not JUST in it. But sort of.
Client: Second Life? It’s some sort of product?
DW: Um, no, it’s a platform. A virtual world for collaboration, education, immersion and branding.
Client: Oh. That box made me think it was software or something.
DW: Ah, no. I mean, yes. Second Life does run on software. But it’s a virtual world.
Client: In a box?
DW: Um, no. I mean, well sure, it runs on boxes, like servers. But it’s a world.
Client: Then what does the box mean?
DW: I guess it’s meant to be a prim.
Client: Prim?
DW: Um, yeah, the world is made up of primitives. The building blocks. It’s kinda complicated.
Client: So it’s a world made up of boxes?
DW: Well, yes, but I’d really need to show you, it’s amazing what you can do with a bunch of boxes.
Client: Haha…you always told me we needed to think outside the box.
DW: (More nervous laughter). Well, you do. It’s just in this case you’d use boxes to, um, think outside the box.
Client: So it’s boxes inside a world which is hosted on boxes?
DW: Um, it’s really so much more. I need to show you. Besides, as you can see in the logo, “inSL” is kind of um, outside the box.
Client: So when you’re “in” SL it means you’re outside of the box, but the box represents all the boxes which make up this thing that isn’t boxed like a product. So you get out of the box by using all these little boxes, and when you do that then you’re inside this place.
DW: Um. Yeah. Listen. Maybe we should rethink the idea of just doing a simple print piece.
Client: Nods.