Fugu (河豚, 鰒, フグ) is the Japanese word for pufferfish and is also a Japanese dish prepared from the meat of pufferfish (normally species of Takifugu, Lagocephalus, or Sphoeroides) or porcupinefish of the genus Diodon. Because pufferfish is lethally poisonous if prepared incorrectly, fugu has become one of the most celebrated and notorious dishes in Japanese cuisine.
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After living in Japan for two years Zach wanted to choose an icon that was distinctive, memorable and could at least vaguely tie into the theme of helping businesses grow. It goes to show that sometimes creating a brand doesn't always have to be an excercise in literal expression. Even though we are concerned with the success and growth of businesses we want to show that we don't have to take ourselves too seriously to be successful. We think Fugu are cool and we hope you do to. If you are ever in Southern Honshu be sure to stop by Shimonoseki (map | article), the mecca for Fugu in Japan.