
I've been reading Maternal Desire, an alt-feminist perspective on how caring for their own little children might actually be something that women want to do, rather than an obligation that they have to figure out how to "manage." In the book, one of the things the author talks about is spending time with children, and in general, spending time on the nitty gritty things that make up real life, and how there is a richness in it that is lost when we try too much to economize our time and operate on the notion that "time is money."
The book cited a study by Robinson and Godbey about how even though we Americans feel like we have a time famine, we actually have reduced work hours and gained free time in the last 30 years. (I know! Seems unbelievable...) They looked into what people actually do moment to moment with their time, and as it turns out, they watch alot of TV.
We all seem to have a desire for more time...and yet, we need to find a way to make time for desire. This logo reflects this cycle of want and has a look of luxury, which many consider time to be.