After many years of researching, trying out ideas, and creating more or less successful instances of a logo for my freelance business, this is actually the first time I have created something that carries a deep personal connection to me. I guess I can say that this is the first personal logo in the last 12 years that I’ve created that I can say I am truly happy with.
My family name, Lesh (Leš), according to some research done by my father and uncle some 20 years ago, originates from regions of today’s Czech Republic and comes from Old Slavic word for wood or forest (les). But actually, the whole name is connected to an old Slavic deity called Leshy, a god-protector of forests and all its creatures.
Slavic mythology lore says that, although masculine and humanoid in shape, Leshy is able to assume any likeness and can change in size and height He is sometimes portrayed with deer’s horns and surrounded by packs of wolves and bears.
There have also been several versions of the current wolf-deer-bear logo, one of which I’m showing you here, but the one I have eventually decided to use as my personal logo is the most refined, most minimal in its details and decorations, and the cleanest of them all. It is important to me that the logo is as basic, and as open to interpretations as possible. You may not conclude that this is a logo for graphic design services just by looking at three animals’ heads in a vertical rectangle but it will definitely leave some space for asking the question what this really is for and how did it come to be.