This brand truly was unique as the company Orca had modeled itself based on the actual Killer Whale specie native to New Zealand. Ora mothers, are known to train their offsprings rigorously in order to refine their skills in hunting. It was this committed and sophisticated work ethic which the company itself was based on, seeing itself as the mother Orca while the customers/atheletes being the offsprings. The brand development had to reflect this also, having many sub-brands to consider as the main brand's offsprings. The insignia which were to accompany the initial font-based logo reflects this as the mother Orca protecting its young. The Orca brand project has been in development for the past 10 years and still in progress.