This branding project for technology company was an interesting one. “Festina Lente” can be translated from Latin – “make haste slowly”. The meaning of the phrase is that activities should be performed with a proper balance of urgency and diligence. If tasks are rushed too quickly then mistakes are made and good long-term results are not achieved. In Ancient Rome there was a special emblem used for Festina Lente: a crab and a butterfly. Crab symbolizes carefulness and steadiness, butterfly on the contrary is moving quickly and chaotically.
So the creative challenge was to create a modern logo representing these ideas. I have started with the Ancient Roman image and started experimenting. I decided to group crab and butterfly together, so that the claws were also wings of the butterfly. To create harmonious logo, I used circular design.
After several iterations, experiments with color, shape and angles, the final result was ready. It represents the company moto: Iterate Quickly, Build Slowly.
