Our Logo - Meaning Within Meaning
In designing the logo for Sparx we wanted to create something that had multiple layers of meaning to us. The reality is that not every logo has much meaning beyond the product or service being offered, but we’re actually proud that the Sparx logo reflects not just our products and, in the future, our services, but also who we are and what we believe.
Before I dive into our logo, I want to share a famous example of this concept.
Bavarian Motor Works aka BMW
Now famous in every corner of the world, the BMW logo is iconic, which means just seeing the familiar blue, white, and black shapes, evoke every emotion we attach to this brand. Whether you hate or love the brand, BMW’s brand recognition is exists on a level with other brands like Apple, Coke, Judaism, Christianity, Buddhism, Islam (yes, religions are branded as well…), and Sparx (someday 
).
But back to the BMW logo. The logo is supposed to be an airplane propeller flying through the sky. Below is an early inception of this concept:
BMW Brand Evolution
When they started, BMW made motorcycles (they still do) and they wanted to represent their engineering mastery by pointing to, what was at that time, the pinnacle of cutting-edge engineering: airplanes, and by extension, their engines. As time progressed, BMW stayed true to their “Why,” or purpose, better than almost any other brand.
They consistently innovate new features on cars and their engineering is unparalleled. These two aspects of their brand development have created an almost fanatically loyal consumer (read as fan) base. BMW owners gather around the world to host BMW Fests and to exchange ideas and show off their “babies.” Though other companies try to emulate this success, few are even capable.
The Sparx logo is…
A multi-level representation of what our company is and who we are.
As i describe the logo imagine an inverted cone that transitions from what we make to the heart of my aspirations as a human being…
The Sparx Brand Cone
The black color in the Sparx logo represents Charcoal, the brown the Fire under the Ash and the grey the Dead Ash. The Orange represents a Glowing Ember and the Red is Fire. The shape is an abstract representation of Birth-Death-and-Rebirth, all dancing around each other.
Our first product (coming soon) is an Electric Hookah Head that will add heat to produce the smoke (Birth), turn off and stop adding the heat that produces the smoke (Death), and be ready to use again to add the heat to produce the smoke (Rebirth).
At the next level, we literally embrace the Philosophies of Balance; namely that with innovation must come quality, that with invention must come integrity, that with leadership must come morality. The center of the logo is an abstract representation of this, similar to the popular Yin-Yang drawings you possibly familiar with:
The Balance of the Yin and the Yang of Life
At the deepest level, is our Why. In short, I discuss why I created Sparx and what I hope to achieve by doing so. Our Why is all about balance and creation; the creation of communities that I believe can change the world incrementally, steadily, and Eternally.
Beyond the Why of Sparx are my Philosophies on life. I obviously believe in Balance, but not just because it makes life easier, rather I believe in Balance because there is really nothing that happens to people in their lives that is really bad, or negative, for them. I think everything happens for a reason and that those reasons are meant to grow everyone as individuals.
At my Heart, I believe everything is connected, that there is no way to separate any particle from the tapestry of existence. I believe that the Heart is the connection to this Unified Body some might call God. I believe that the Love we experience in Life is a reminder to our material self of the divine we all belong to–the Infinite and the Eternal.
This is the Art of Cloud™… Sparx.
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