Whats In a Name
As competition is finally over and the winner is announced (and I don’t have a ‘branding’ portion to my portfolio just yet) I thought I’d share the logo and complete thought process around my idea here on the blog before I move it.

I had a lot of fun and am content to have been apart of such a unique rebranding method. I extend my sincerest congratulations to the competition winners and of course to the newly renamed: The Den.

STARLING WIT

The Agency (Golley Slater)

They are a grounded agency, nothing flashy, pompous or obnoxious yelling about how great they are. The agency believe in the strength of collaboration and people, not just an idea within itself - but the outcome and results after the idea.

The agency are looking for a name that is not wholly modern but unique to their personality. Something relevant to the times whilst remaining timeless, and although they see themselves as ‘explorers’ and ‘jesters’ of the creative world - something that borders on the classy and serious and is reflective of their attitude towards work and play. 

CONCEPT

The agency’s personality is mirrored in not only the gregarious behaviour of the starling bird, but in its ability to be a surprisingly loud trickster and quite startlingly and regally beautiful. But beauty and behaviour did not seem to complete the name - it needed personality.

So the agency’s mention of the jester brought about a second thought - our modern day jesters are more than just the slapstick comedy we associate with their historical brethren. They rely on intelligence, timing, experience to capture their audience.. all in all, wit. No entertainer suddenly becomes funny, nor are they successful only through jokes, they need creativity, passion, practice & interaction. Much like the agency, they acknowledge how important people are and never underestimate opinion.

DESIGN

The logo itself primarily starts with the name initials ‘SW’ before connecting to create a bird like design. While still relevant to the name itself, the design makes up for the serious tone of its title without becoming too playful or ‘young’.

The design remains quite simple and easy to interpret for one’s self while illustrating the agency’s sense if humour, uniqueness and staying distinct from other logos.