Strategic Technology Decisions for Business Growth

The Story of the ANiMODUS Logo

When designing the Animodus logo I wanted to create a logo that was both memorable and unique. I was inspired by one of Gary’s quotes: “We are leaders of the pack. We work together as a team so you can survive on your own. For if they grow we grow.”

Naturally I chose a wolf because they are one of the most effective pack animals. However, I did not pick the visage of a wolf solely because of Gary’s fascination with the canidae, I chose the wolf because I believed that the whole team when working together in unison as a pack can thwart any obstacle.

The challenge now was creating the logo itself. I knew that Gary and his team were problem solvers, so I researched the logarithmic spiral known as the Golden Spiral. From the Golden Spiral I extracted a series of circles known as the Golden Circles which when combined create a visually appealing and symmetric design for the viewer.

While the golden circles can be used in many forms to create any number of equally beautiful designs, I decided to go further with the concept of the logo being something unique and meaningful. Another characteristic that I found in Gary was that he felt that something elegant should still have a strong meaning behind it. I then recollected a class on Art History from my days in college. In this specific class we were talking about the illustrious School of Bauhaus which operated in Germany from the years 1919 to 1933. They believed that something, though functional, should also be beautiful – in fact, beauty often makes it more effective.

I researched some of the designs that emerged from this school. A lot of the posters and prints had a lot of symmetrical designs which consisted of squares, circles, cubes and triangles. Using the Golden Circles together with the Fibonacci Spiral, an approximation to the Golden Spiral but constructed slightly different, I was able to achieve these shapes all the while staying loyal to the concept. The union of these ideas gave birth to the logo you now see in front of you.