OIL stands for Original Insight Learning and is the name of a research company operating in the marketing communications industry. For years the company made use of the physical analogy in the name with paraphernalia like oil cans and dipsticks. We suggested a move away from physical matter in order to rather draw attention to intellectual matter. This meant less grease and more curiosity. In order to do this we designed an ‘iris effect’ that allows the viewer (or researcher) to peep through a proverbial keyhole to mine insight from a rainbow of subject matter that exists in the world out there.
