This post took some time to get up. Partly because it was Christmas and things got busy, but mostly because we wanted a “deeper explanation” for why we chose our new logo. Why squares? Why this arrangement? What does it all have to do with our company and new positioning? We wanted to deliver an insightful idea like we do for our clients. But our new brand isn’t fully established yet. FKA has only been around for a couple months and we were already asking a lot of a logo that’s barely opened its eyes.
We’ve been telling our clients for years that a logo’s meaning rarely happens overnight, it comes from the context you give it over time. And we needed to subscribe to this same way of thinking when it came to our own logo.
Let’s talk about Starbucks for a second. “Starbuck” was Melville’s first mate in the book, Moby Dick. The company’s founders just liked the way it sounded, and the logo was originally designed to reflect the seductive nature of the sea (whatever that means). The point is, there was no point to it. As far as we know, a classic tale has nothing to do with building a coffee empire. It took Starbucks years to build up the association between their visual identity and what they’re known for. Today, their brand is so recognizable they’ve been able to remove the wordmark from some of their material, leaving only the logo as an identifier. And that’s why we don’t have a grand explanation for why we decided on this logo.
Not yet, anyway.
What we are ready to share is the awesome design that went into it. It started out as 3X3 square grids, and we removed three squares from each grid to form the letters “F”, “K” and “A”. The number three is pretty significant. Three creative ideas for presentations. Three parts to a story: beginning, middle and end. Three phases of life: birth, life and death. Three parts to our agile marketing approach: Act. Analyze. Adapt. And, like our name, the logo was inspired by the three key components of our culture: Fun, Knowledgeable and Ambitious. It’s simple and straightforward, but far from plain. And because of its composition, we can play around with colour, animation and white space.
These animations are also part of what inspired the look of our new website.
As with our approach to marketing, this logo is adaptable. It’s inspired a lot of interesting ideas because of the flexibility of common, simple shapes. In fact, we’ve started seeing our logo everywhere. In plaid shirts. On office buildings. Even in our bathroom floor tiles. Its versatility and simplicity give us an endless buffet of options for using it. And that’s how we know it’s the right choice — it can evolve as we do.
We wanted a logo that people would remember and associate with our company. And this design does that. It’s unique, it’s logical, and it’s something we’re proud to have as the face of FKA.
We never did figure out the deeper, cosmological meaning behind it. But that’s okay. It stems from the culture of our agency.
And over time, it will take on who we are and what we do — gaining greater meaning along the way.