So that's who e-Types is in their own words. What we're going to focus on now is the situation that faced them in 2006, which will be the focus of our capstone project. In 2006, e-Types, an up and coming ambitions design firm, was invited unexpectedly to participate in a design competition. They were competing against two other much more prominent firms, that's why they were surprised, and it was a very prominent competition. It was a competition to provide new logos and new identity for Denmark's national sports team. So, the logo that they defined, the look that they defined would be on television, it would be on shirts, it would be on hats, it would be on anything that Team Denmark fans wore, or encountered at a sports event. Very, very high visibility for the winner. A very big deal for e-types if they could win. The problem that e-types had is that they had two designs, not one. They began with the brief, the document provided to them by Team Denmark. The document that described what Team Denmark was asking for, in a new logo, in a new identity. And they developed a design very quickly from that, and it fit very well, and people thought it was a good design, but there was a problem. The designers didn't like it. These are smash the world, revolutionary, edgy designers, remember. And they decided that this logo, this identity, was boring. That it wasn't the kind of work that they were proud of. And so they went back to the drawing board and produced a much younger radical design, which they called the edgy design. The designers loved this one, but everyone agreed that it might just be too radical for the client. It's important to pause for a moment to note that a design competition is not the way e-types likes to work. You heard them say it themselves, they like to dig into the soul of a company. They like to learn what a company is about better than the company knows it themselves. They can't do that in a design competition. Everyone who is in a competition has to work from the same document, the design brief. E types can't just call up Team Denmark and say, I have a few more questions, because that would be unfair to the other competitors in the design competition. The only thing they have to work with is the brief, and that's not the way e-Types likes to work. The fact that they had two designs generated a huge controversy. In the end, they came up with three options for how they thought they might proceed. Present only the edgy design to the client. Now, they estimated the probability of winning the competition if they went this route was only about 20%. And by the way, the designers agreed with that. The designers agreed that the edgy design was unlikely to win, but they didn't care. They weren't proud of the other design, they wanted to present work that they were proud of, that fit their smash the world spirit. Option two, present only the classical design to the client. Here, they believed, and by the way these numbers are just their own estimates, they could be wrong about this. But they thought they had a very strong, conservative, too conservative as far as the designers were concerned, classical design. They believed that they had an 80% chance of winning the competition if they went with the classical design. And, again, the designers were adamantly opposed to it, despite it's high probability of winning. Option three, they could present both designs and let the client choose which design the client liked. Now, let's pause for a moment, and we're going to hear E-types in another one of those grainy research videos, so apologies for that. We're going to hear them debating within E-types which way they should go, edgy, classical, or both. We'll be right back.