You may have noticed the figure in the upper left corner of this blog and wondered what that was. It’s our new logo! – the very centre of the new visual identity for Kuvva that we’ve been working on recently.
Our art director Laszlito and chief pencil Thijs have given long and hard thoughts about this. Over the past few years, we at Kuvva have been working closely with the illustration community. We’ve got to know very well that illustrators are a diverse bunch of incredibly talented, hard-working, but often under-appreciated individuals.
So we really want to celebrate them as well as their creativity through a single, iconic image. And that, is the beginning of our quest for a brand-new Kuvva logo.
Like most adventures, ours didn’t follow a straight line toward the end result. We started, of course, with a brief. It contained a description of our current position, our goals and a list of keywords the new logo needed to cover. It’s certainly the best way to get stuck into a creative process: believing that it’s possible to crank an ‘iconic’ image out of 15 different concepts. At some point, we decided to start anew.
The funny thing about working on a blank piece of paper in the middle of the process is that the ideas from the beginning never disappeared. The burden blocking the creative flow was gone, but the initial concepts just kept on lingering at the back of our minds. Like they’re always there and ready to be called upon.
In one of the design directions Laszlito explored, a foggy shape started to appear that immediately caught our attention. It was a shape of the Pegasus. Originating from Greek mythology, Pegasus served as an inspiration for the muses. Everywhere the Pegasus struck his hoof to the earth, an inspiring spring would burst forth and beautiful scenery would emerge from dead soil.
Taking inspiration from this story, we chose Pegagus to represent Kuvva as a creator to inspire the creative community. We want to put our values and visions right at the centre of the creative conversation. Artists from all over the world can be a part of it and make it grow.
We made hundreds of sketches of the winged stallion in different compositions. One of them turned out to look like a llama with a triple leaf on its back. Still cute, but not as sophisticated or as simple as what we want.
So we decided to kill it, and kept on polishing and polishing to reach a more stripped-down version of the Pegasus. We want it to be simple enough to work in all sizes, stand beautifully as an entity and stay solidly recognisable.
Using an underlying grid structure to create a visual balance, we finally got to this version and named it Peggy. We did a bunch of tests on it and made sure that it can adapt well to different scales.
It’s a powerful image, but we also want to have fun with it. Here is the 404 page.
As part of our re-branding, we’re also working on a new introduction animation with original soundtracks for Kuvva. It’s all very exciting and we will definitely keep you updated on this. Let us know what you think about our new logo by leaving a reply below.
This blog was first published on Kuvva blog.