Curt Shumway of Jungle Athletic Group, an organizer of sports tournaments in western Massachusetts, wanted a logo that would resonate with youth. When I dramatically revealed the final design, Curt one-upped me by leaping to his feet and texting a photo of the logo to his son who responded immediately with one word: “bro”. And as we all know, of course, that was youth-speak for “Yes, that’s an excellent mark that will represent the company to its market with style and dynamism.” Bro.