We consider here the plethoraofmathematical ideas arising fromsomething as apparently banal as an association logo. This example is used to illustrate the fact that a potentially rich task may also have the capacity to appeal, in a powerful way, to learners' aesthetic sensibilities. It is to be hoped that both teachers and lecturers will find some of the mathematical, and even the more philosophical, notions presented here to be of interest, and that these ideas might serve as catalysts with respect to the development of activities for the classroom or the lecture theatre. © The Author 2010. Published by Oxford University Press on behalf of The Institute of Mathematics and its Applications. All rights reserved.