We started off with a set of objectives for what we needed to communicate with the company's identity, created several proposals intended to meet those objectives, and picked the one that did the best job.

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• Joe Biden

  Vice President Of The United States

  Friday, Nov 20, 1942
  

• Robin Williams

  Actor

  Saturday, Jul 21, 1951
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• Vince Lombardi

  Football Player

  Wednesday, Jun 11, 1913
  Thursday, Sep 03, 1970

• Mae West

  Actress

  Thursday, Aug 17, 1893
  Saturday, Nov 22, 1980

• Muhammad Ali

  Professional Boxer

  Saturday, Jan 17, 1942
  Friday, Jun 03, 2016

• Friedrich Nietzsche

  Philologist

  Tuesday, Oct 15, 1844
  Saturday, Aug 25, 1900

• Jean De La Bruyere

  Wednesday, Aug 16, 1645
  Thursday, May 10, 1696

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  Investor

  Monday, Jun 28, 1971
  

• Stephen Hawking

  Physicist

  Thursday, Jan 08, 1942
  

• Isaac Newton

  Physicist

  Sunday, Jan 04, 1643
  Monday, Mar 31, 1727

• Lucy Larcom

  Poet

  Friday, Mar 05, 1824
  Monday, Apr 17, 1893

• Theodore Roosevelt

  26Th U.s. President

  Wednesday, Oct 27, 1858
  Monday, Jan 06, 1919

• H. L. Mencken

  Journalist

  Sunday, Sep 12, 1880
  Sunday, Jan 29, 1956

• Robert Frost

  Poet

  Thursday, Mar 26, 1874
  Tuesday, Jan 29, 1963

• Barack Obama

  44Th U.s. President

  Friday, Aug 04, 1961