Zulver & Co looks into eye of the phoenix

Phoenix Data Solutions, a new company which transfers data to digital format for oil companies, has approached London’s Zulver & Co to design a new logo.

“The name Phoenix is a problem as it is so common, though it does not crop up in this sector,” says director Andrew Zulver.

“We wanted to move away from the typical bird coming up out of a fire, but capture an aspect of it, so we focused on the eye.”

Phoenix wanted the symbol to be “attractive in its own right” as “most companies in the oil industry technical service sector have incredibly boring logos”, according to the brief.

The brief also asked the consultancy to “conjure up thoughts of deserts in which the world’s oil fields are found”, although it emphasises that Phoenix is against a “red-neck, macho oil- rig image”.