Kaleidoscope is a product design company from Cincinnati. The original reason for the name, was to imply the intersections and relationships of their various design disciplines and how they worked, in part and together, to provide a holistic service. Unfortunately, the word Kaleidoscope brings to mind many associated images - which do not intimate what these guys are a bout. What we wanted to do was get away from those associations and be less prescriptive. The principal construction of a Kaleidoscope revolves around the angle between 2 mirrors - the tube is merely the vehicle. Setting the mirrors at a 45-degree angle creates eight duplicate images of the objects, six at 60 degrees, and four at 90 degrees. It was the idea of the varying angle, and the triangle, created by this, that we wanted to explore as part of this identity to keep it fresh and surprising.