Aves Lair Logo

Aves Lair is a Tech Startup Accelerator based in NYC. For Aves Lair’s new logo, I had several goals to consider. Since Aves Lair is a tech startup accelerator, I thought the new logo should be simple and minimal, but also dynamic. The symbol of Aves Lair is a bird, so I also needed to incorporate the motif of a bird in some way. In my interpretation, the Aves Lair bird represented the action of flying, since we literally want startups to “take off” like a bird does. I also looked at other startup accelerator brands, and saw that rocketships were a common theme, which is also appropriate for accelerators since rocket ships also “take off”. When you look at the new logo, you can relate its shape to many thing, eg. A birds wings, a rocket ship or shooting star flying through the sky, or an arrow. Because they shape doesn’t literally resemble any of those objects, but instead captures the feeling of flight and movement, it becomes an abstract symbol that “evokes” rather than literally refers to any of those ideas.