The Evolution of Stern Asia’s Logo

When Stern Asia approached me to rejuvenate their brand identity, it was clear that they valued their legacy. They wanted a fresh look while retaining the essence of their old logo.

The challenge was to create a new identity that resonated with their mission, vision, and guiding principles. Their commitment to economic viability, social responsibility, and environmental sustainability needed to be visually evident. The owner was particularly fond of the old company's colors and wanted to keep the compass and Reuleaux triangle from the old logo. With this in mind, I embarked on the design journey.

The design process for Stern Asia’s new logo was a meticulous and deeply collaborative journey. From the outset, it was clear that understanding the company’s core values and historical context was crucial. The owner provided a comprehensive profile brief, which included Stern Asia’s mission, vision, guiding principles, and a profound commitment to economic viability, social responsibility, and environmental sustainability. This brief became my compass throughout the design journey.

One of the first breakthroughs came through our conversations. The owner revealed that “Stern” was an acronym derived from the initials of the three founders. This personal connection to the name gave the project a richer dimension. It wasn’t just about creating a logo; it was about encapsulating the legacy and vision of its founders. I knew that this history needed to be woven into the new design in a subtle yet meaningful way.

The brief included key terms such as professionalism, clarity, confidence, approachability, integrity, excellence, and innovation. These words were more than just descriptors; they became the pillars upon which the new logo would stand. Each word informed different aspects of the design:

Professionalism and Clarity: These were represented through clean, precise lines and well-defined shapes. The logo needed to be clear and easy to understand at a glance, reflecting the company’s transparent and straightforward approach.

Confidence and Excellence: Strong, bold elements conveyed confidence, while symmetry and balance reflected the company’s pursuit of excellence.

Approachability and Integrity: Softer curves and interconnected shapes were used to evoke a sense of friendliness and trustworthiness, ensuring the logo felt welcoming and genuine.

Innovation: Modern design techniques and unique combinations of elements symbolized the company’s innovative spirit and forward-thinking mindset.

With these principles in mind, I began sketching initial concepts. The compass and the Reuleaux triangle from the old logo were central elements to retain. The compass, a symbol of direction and precision, naturally fit with Stern Asia’s goal of guiding clients towards their objectives. The Reuleaux triangle, a shape of constant width, conveyed balance and stability.

I explored various ways to integrate these elements with the new concepts inspired by the keywords. The triquetra, an ancient Celtic symbol representing interconnectedness and unity, emerged as a powerful visual metaphor. It beautifully represents the idea of the three founders (three compasses) tied together by their vision (compasses tied by triquetra).

After several iterations, I created a design where the triquetra was at the heart of the logo, symbolizing the strength and synergy of collaboration. Surrounding it were three compasses, each representing meticulous planning and precision, intersecting to form a unified whole. This layout reinforced the notions of guidance and direction, integral to Stern Asia’s mission.

A compass is used to create a circle, symbolizing precision, completeness, and unity. As an ancient tool of navigation, it serves as a metaphor for the company's commitment to guiding their clients and partners toward their goals with clarity and expertise.

At the center of the logo lies the triquetra, a Celtic knot renowned for its depiction of interconnectedness and unity. Surrounding the triquetra are three compasses. Symbolizing the trinity, they serve as a powerful representation of the three founders of the company. As the knot weaves together the three compasses, it kinda signifies the strength and synergy that the knot offers.

By knotting the three compasses within its embrace, the triquetra reinforces the notion of unity and solidarity, anchoring the brand identity in a bond between the founders and the collective spirit of its team.

By intertwining these elements, the logo speaks to Stern Asia's commitment to unity, guidance, and strength. The circular compasses intersecting within the triquetra illustrate collaboration and innovation, driving the company toward a future of success and excellence.

The resulting logo is more than just a visual mark; it encapsulates Stern Asia's identity and aspirations. It's a fusion of ancient symbolism and modern design, reflecting the company's dedication to tradition and innovation.

The Compass: The compass, a circle symbolizing precision, completeness, and unity, became the foundation. It represents the company's cmitment to guiding clients with clarity and expertise.

The Triquetra: At the heart of the logo is the triquetra, an ancient Celtic knot symbolizing interconnectedness and unity. This knot is made up of three interlocking elements, representing the synergy and collaboration among the three founders.

Three Compasses: Surrounding the triquetra are three compasses, each symbolizing meticulous planning, precision, and the drive for perfection. The compasses also represent the trinity of the founders, anchoring the logo in the company’s heritage and collective spirit.

This emblem of strength, unity, and guidance is a testament to the company's values and vision.

Unity: The intertwined triquetra and compasses symbolize the founders' interconnected vision and the strength of their collaboration.

Guidance: The compasses signify the company's unwavering commitment to guiding clients with expertise and clarity.

Strength: The blend of the triquetra and compasses embodies resilience, innovation, and a relentless pursuit of excellence.

The feedback from Stern Asia was overwhelmingly positive. They felt the new logo was a perfect representation of their brand’s ethos and mission. It resonated with their team and stakeholders, reinforcing their commitment to unity, strength, and purpose.

Do you know any logos packed with as much reasoning and symbolism as Stern Asia's? It's fascinating to see how shapes and design elements can convey deep visions and principles. If you're intrigued by how a logo can embody a brand's identity so profoundly, explore more of my work or reach out. Let's create something remarkable together. Thank you for reading, and here's to more exciting design journeys ahead!