Charity / Not for Profit
Eaglestone is a start-up wealth management company based in London, who briefed us to manage their full brand naming and logo design process, along with all their corporate literature development.
The company’s owner was initially keen to incorporate his own surname (Munro) into the brand name, but after discussing their longer term strategy, our advice was to explore names that represented the owner’s name, without using it directly. By undertaking a thorough round of research into the heritage behind his name, we identified the ‘Eagle Stone’ as a fitting representation of Munro.
The owner's ancestors are from Scotland and he retains strong links with his Scottish background. The Eagle Stone is a symbolic stone located on a hill on the northern outskirts of Strathpeffer in Easter Ross, Scotland, which is said to represent an important battle of the Munro clan. The Eagle is also traditionally viewed as a good omen by their clan.
Our logo design features the strong Eagle symbol, overlaid over the stone shape itself, and a monochrome palette to keep it clean and simple. We use a clear, elegant font with a modern twist.
As is our usual style, we presented the client with an extensive range of logo options. In this case we started with 5 different creative directions and over 20 initial logo designs, before moving on to the logo development phase, taking the client’s preferred creative direction and looking more at the composition, font usage and colour palettes before another round to finalise fonts, colours and composition, then finishing with final tweaks.
As we’ve said before, we do tend to over-deliver on creative options when we’re designing logos, but in our experience most (although of course not all) clients prefer to have a wider choice rather than a restricted selection at the outset of their logo development process.