Re-branding of the international communications forum Communication on Top, which is held each year in the Swiss city of Davos after the World Economic Forum. Since the forum’s visual identity exists mainly in digital form, we proposed that the focus be placed on the brand’s dynamism. The basis for the logo was a series of rings that are constantly moving and changing. As they revolve around an invisible axis and form a range of shapes that can be interpreted in different ways, they serve as a metaphor for communication. In exactly the same way, words can acquire an endless number of new meanings depending on the context in which they are uttered.