The logo was created in collaboration with craft artist Deborah Fielding. The original has been physically stitched with embroidery thread on cotton fabric, a skilful technique that has been passed down by many generations – this fits with meme in that tapestry and embroidery have often been used to relay narrative. The logo is based on images I created of cells replicating their chromosomes and dividing. In the middle of the replication process an infinity sign shape appears – a scientific symbol of unbounded limits…. the basis of memes.