PE­GA­SUS: A BRAND TAKES FLIGHT

Shaun Turn­bull ex­plains how the new Pe­ga­sus was born

Computer Arts - - Someone For The Inner Temple -

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.

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