The Imperfect Circle
The Thankyou brand embodies a narrative reflected even in its brand identity, "The Imperfect Circle." This mark challenges the notion of perfection, encapsulating Thankyou's essence and commitment to excellence despite human limitations. The circle's evolving size signifies global challenges, while its smallest form resembles a pebble—potent against giants.
2 Hours and 45 Minutes to Construct
Chapter Zero was designed to be timeless and understated, bringing ideas to the forefront. We designed it so that if someone was to pull it from the bookshelf in 10 years’ time it would still be as relevant as the day it was created. There are 200 handcrafted books, each taking 2 hours and 45 minutes to physically construct. This book demands attention.
Cannot be Bought Only be Given
This oversized book is the foundation of Thankyou. Chapter Zero is a book that can never be bought; it can only be given. It’s written for everyone on the inside. A unique copy is given to each team member and partners working with Thankyou. To others who join the launch team, we created a digital copy of Chapter Zero.