“I was initially thinking to call it Pelican (or Pelikaan, in Dutch), based on a bar in Antwerp that had a great neon sign of the word “pelican.” It was pretty random and every time someone would ask me about my magazine I was slightly embarrassed to reveal the name. In the meantime I had already created the logo which is an abstraction of a pelican’s beak. A few months after, I was visiting a friend in upstate NY and staying in a room that had a huge library on bird-watching books. I started to go through them and kept on reading the word “bill,” which I then realised was another word for a bird’s beak. The word “bill” has so many different meanings and connotations which I thought would be great for a magazine without any text in it. When people encounter the word “bill” it generates an array of visual images, ranging from a person, a pet, a money bill, an invoice, a playbill, and of course the bird one. I like that it’s a word that keeps people guessing/visualizing.”