Framing

Since 2000, I have been using the “Heldentaten” (heroic deeds) label, with a knight motif representing the brand. This motif connected to my surname “Held” and symbolized chivalrous virtues: reliability, honesty, kindness, loyalty, courtesy, bravery, wisdom, dignity, humility, and generosity. However, over time, the logo no longer felt representative, prompting the creation of a new logo that better embodies my identity and values.

Outcome

• Creation of a new logo combining initials (W + H) and a Spartan warrior motif
• Continued representation of chivalrous virtues through the updated design
• Incorporation of an iris aperture in the helmet crest to signify my passion for photography
• A logo that embodies a positive outlook and readiness for new challenges
• Enhanced personal identification and alignment with the brand’s visual identity

Approach

The process began with several design iterations, seeking a logo that better reflected my identity and values. The final design integrates my initials (W + H) with a Spartan warrior, reflecting my half-Greek heritage. The helmet’s crest features a positive/negative space effect forming an iris aperture, symbolizing my love for photography. The Spartan in the logo is depicted smiling, embodying a positive attitude and readiness for new projects and challenges. This design maintains the virtues associated with the original knight motif while providing a more personal and contemporary representation.

Learnings

• The importance of evolving brand identity to maintain personal and professional relevance
• The value of incorporating personal heritage and passions into brand design
• The significance of visual elements in conveying brand values and commitments
• The effectiveness of iterative design processes in achieving a meaningful and representative logo
• The impact of a well-aligned logo on enhancing personal connection to the brand and motivating future endeavors

Impressions