A new engineering brand in London
The Brand Name of SPEAR Engineering Ltd
I designed the logo of SPEAR Engineering Ltd, an Italo-British engineering company based in Hackney, London (UK), specializing in Oil & Gas, Energy and Petrochemical systems design services.
The project of the Brand Name of SPEAR Engineering Ltd was approached with great attention to detail. The goal was to create a logo that effectively represented the company’s philosophy and its specialization in the British Oil & Gas engineering industry.
The concept of “Culture and technique of engineering design” – proposed by the CEO of SPEAR Engineering Ltd – refers to the combination of cultural and technical knowledge necessary to design and implement innovative and effective solutions in the field of engineering: solid technical training but also an in-depth understanding of the cultural context and the needs of the clients for whom the solution is intended. It requires a combination of technical skills, problem-solving skills, and communication skills to create solutions that are functional, efficient, and culturally appropriate.
Semantic tracks There are two semantic tracks that I started with: progettare (from the late Latin ‘pro-iectare’ which means “to throw forward, launch”) and the name of the group Spear (from medieval English ‘to spear’ which means “to throw forward, launch, pro-ject”). The choice of the name “SPEAR” proved to be very significant for the definition of the concept. The term, in fact, directly evokes the concept of “to launch, throw forward, pro-ject”, which represents the company’s approach to the design of complex systems. These semantic tracks were chosen to reflect the company’s strong commitment to the design of systems and installations, as well as to emphasize its determination to always look ahead. The Brand Name was ultimately used as the basis for the creation of the logo, which was inspired by the throwing weapons depicted in Leonardo da Vinci’s Codex Manuscript B.
The iconographic source is the Manuscript B by Leonardo da Vinci (called also De re militari et machinis bellicis, ca. 1486) in which there are some sheets (8v – 15r) containing drawings of throwing weapons, projectiles, spears, “et altri bellicosi marchingégni de’ lancieri” (“and other war machines of the lancers”). The choice to use Leonardo’s Codex Manuscript B as an iconographic source was very careful and allowed us to create a strong and distinctive image. The design of the throwing weapons depicted in the Codex was adapted to create a modern and captivating logo that evokes the precision and technique of engineering. The result is a logo that stands out for its originality and communicative effectiveness.
This work precedes and prepares the project of the website www.spear-engineering.co.uk and the new Company Profile (currently in progress), to be published in July 2019, on the occasion of the five hundredth anniversary of Leonardo da Vinci’s death – Italian engineer and European genius.
The strength of storytelling and audiovisual techniques tell, through a short film, how the Brand Name of SPEAR ENGINEERING LTD was born and how I developed it, presenting the company and the iconographic concept of its Brand Name. Below is the video.
