This one was exploring the idea of cutting or tearing open, which is the latin meaning of "anatomy", and then the "guts" bleeding out of the actual literal design, its physical material paper.
Cutting open of an ampersand, like it was about to have its anatomy studied. Fairly basic concept, cutting open and examining design.
More visual layers of meaning especially referencing the cutting open and the anatomy. Separation of the typography for "guts", reference the sectioning something would undergo to have its anatomy studied.
Dynamic and violent streak of blood, provides texture, excitement, movement to the clean typography and logotype. Cut open "s" referencing the word "anatomy" again. Juxtaposition of clean, scientific studying, and messy blood swipe, the messy process underneath that leads to the clean end result. Image of intestines superimposed over the blood sweep, not sure if needed?
Perhaps a bit heavy handed with SOOOoo many references to "cutting"
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