Over the past few months, we have been busy working on the design of our new logo. Minimalistic but swimming with symbolism, we wanted to create something that embodied our company ethos whilst echoing elements of story-telling and the natural world.
The logo was designed by our graphics intern Jumo Aviles, who travelled over from Spain to intern with us for a month. With a natural flair for design and creativity, Jumo was the perfect person to help us with our new branding and vision.
Minimalistic but swimming with symbolism, we wanted to create something that embodied our company ethos whilst echoing elements of story-telling and the natural world.
Understanding a brand fully takes time, and the process of creating a new brand identity is extensive. It’s no short order. After a number of iterations, we started nearing something that we thought represented the business.
So, what does our new logo really mean?
It symbolises life, nature and craftsmanship. Speaking to Jumo about the process of designing the logo, he explained: “For me, Falcon Productions represented the opportunity to look at nature more closely, in a more direct and beautiful way.”
“Once I felt this relationship with the environment, I was clear that the brand should illustrate simplicity and humbleness. The cycle of life takes a unique form in all of us but always follows the same direction. For me, the final logo design I have created is the result of being inspired by the cycle of life, of its history and of life in general.”
As a creative hub, we wanted our logo to represent our passion for storytelling, wildlife, the outdoors and all things crafts.
After several days of experimenting with shape, texture and imagery, we had some ideas forming about what we wanted the logo to look like. We were very clear that we wanted it to be a visual statement where a story could be found between the lines. As a creative hub, we wanted our logo to represent our passion for storytelling, wildlife, the outdoors and all things crafts.
With the foundation of our logo concept created, we now needed to experiment with different shapes and visuals. Wanting to inspire ourselves more, we searched the outdoors for various natural textures. We picked leaves, fruit, tree branches and wildflowers from the streets and green havens around us. It was through this exploration of natural material that an idea sparked. Jumo found inspiration from the growth rings that are formed each year in the wood of trees and began experimenting with circular shapes. Growth rings are created annually as the tree forms new cells, and show the amount of wood produced during one growing season. This carried some strong symbolism for us, as we are also continuously growing and exploring new depths in our search for untold narratives.
This symbolism resonated with Jumo, who was able to transform it into something visual: “I can see life, a path, a cycle. I can see the throbbing of a heart in the bark of a tree. The wonderful thing about the logo being based on the circular marks left within the trunk is that this basic and direct form can suggest an infinite number of sensations related to nature.”
From this imagery, Jumo went on a journey of research and development, producing a number of logo prototype designs. Its the details in this creative process that enabled us to fully realise our identity, and communicate this effectively.
Jumo found inspiration from the growth rings that are formed each year in the wood of trees and began experimenting with circular shapes.
The logo is symbolistic minimalism. In the same way that nature is able to adapt to the movement of life, our logo and company represent the act of being in continuous movement and growth.