Libba Letton is a PR professional with expertise in the field of crisis management. Her new endeavor needed a logo that communicated the urgent nature of her profession while also showcasing her personality. Instead of using the ‘tired’ PR initials Sundaram began to think about what happens within a company or organization that is experiencing the initial tremors of a crisis. The call for help or the call for Libba! is how this core idea was manifest. The concept walks the line between whimsical and serious while providing an unforgettable icon.