About Spirulida: The layers in the logo

The logo’s many spirals are an abstraction of the shape of the shell of spirula spirula of the Order Spirulida, an Order of cephalopods. The multiple spirals are also an acknowledgment to that shape which is so strongly present in nature and an aesthetic humans find pleasing. That the several layers of spirals in the logo also were able to represent the first letter of Spirulida was convenient. The strong love of the ocean and all the diversity of life it holds means I often draw inspiration from it.

Another animal that has always been special to me is the African elephant. It brings back fond memories of my childhood growing up in rural Africa. As a lover of nature, I wanted to be as inclusive of its diversity as possible. This logo allowed me to reference a large range in scale from the smallness of the spirula spirula to the grand scale of the African elephant, the diversity of land and sea, and the special places where they meet. The spiral synergy that the elephant’s trunk presented was too much to pass up. The reflected symmetry is a nod to the yin-yang symbology in Chinese philosophy which can be said to celebrate the dynamics of resilient natural systems and the power of complementary opposites working together, or juxtaposed.

Logo design by Heidi Kneller

About Heidi Kneller

Heidi Kneller, the force behind Spirulida, is an optimism infused juxtaposition of complementary opposites. She is a mechanical engineer for an aerospace company. One of her passions is exploring the wonderful ways nature solves problems and applying what she learns to technical challenges, both at work and otherwise. She loves to be outside taking pictures, playing with words, and traveling to places most people don’t know about. She believes every day has the potential to be great, but a few so far that really stand out for her are scuba diving with a leopard seal in Antarctica, diving with a humpback off Clipperton Island, overlooking the fjords from an unnamed peak in Hornstrandir, waking up in the shadow of Machapuchare, and stalking pygmy elephants in the Borneo.