10/10/2020
A harder, better, faster, stronger identity.
To shift ordinary into extraordinary with a simple act has been the reason for the cone on the horse’s head, turning what would be an ordinary object (a horse) into something extraordinary (a unicorn) – as the work we do make people talk, adding a difference to brands and products.
We are now, however, in the toughest time in our history. People and businesses look to strength to drive them forward. And in creating a difference with our work, and helping brands stand out, we connect with a target audience that would be believers of the ‘now’ brands.
The logo change from the gentle, fun horse and cone to the new brand mark reflect these traits:
LIGHT
Ray of light shines bright as the icon carries a mane of light with it wherever it goes.
BLACK
Black corresponds to water and is considered to be neutral. In the Chinese culture, it is the colour of heaven, symbolizing the northern and western sky. Black represents immortality, knowledge, stability and power.
THE BEASTS
Strength in flexibility: the beast can be many forms. Depending on its environment, the nature of the beast is ever changing.
HORSE
Pre-eminence. The ‘Knight’ is a legendary chess warrior. Imagine a Knight on a battlefield. The Knight moves unlike any other chess piece, as it moves neither up-down nor side to side. The Knight moves around the payers, which makes the Knight a very dangerous and powerful piece in the chess game.
LION
Celebrated throughout history as the symbol of courage.
DRAGON
A legendary creature whose personality traits are: mysterious, imaginative and noble.
