PEGASUS: A BRAND TAKES FLIGHT
Shaun Turnbull explains how the new Pegasus was born
The Pegasus symbol has been used by The Inner Temple for centuries. Not only is it part of the fabric of the buildings, its meaning fits with The Inner Temple’s values: a Pegasus represents wisdom in heraldic symbolism.
We looked at a variety of executions of the Pegasus, from graphic to literal and lateral, but decided to create the most truthful, detailed and accurate representation of a Pegasus possible. Photoshopping wings onto a horse was not going to cut it. Our research included studying horses in-depth, filming and photographing them. We studied wings, feathers and horsehair textures. We even researched the optimum levels of hydration of race horses.
It was when we got the 3D printer out that things really got interesting. We experimented by creating 3D-printed models that we photographed at many angles, zooming in on key parts of the Pegasus. The ability to fly around a physical depiction gave us a variety of crops and textures that would prove very useful in branding applications where a theme was more appropriate than a badge. We worked with Smoke & Mirrors to help achieve the final renders.
Live horses as well as previous logos, and various carvings and mouldings of the Pegasus were used as reference for the 3D-printed model used in the development of the visual identity.