In addition to devising a new name for the conference, we used an image of the tesseract (or hypercube) as an icon/mark to hone in on the heady, slightly geeky atmosphere of the top minds in attendance. A tesseract is a dimensional representation of a 4-dimensional object; it’s a very difficult shape to comprehend, very complex, unconventional, and yet so powerful…. just like IP law. The tesseract represents an evolution of thought, the perfect symbol for a conference representing the leading-edge of intellectual law.