Brand Identity

The Symbolism of the Siren

The sirens of lore took on many shapes and forms throughout time and across cultures. Ancient pottery depicts sirens with human heads and bird bodies. Accounts from Jason and the Argonauts and the Odyssey describe the alluring and deadly voice of the sirens, which enchanted sailors to their doom. Later, the image of the siren took on the merfolk shape we more commonly associate with them today, that of a human upper body and the lower body of a fish.  The mythological siren has been depicted as both a fantasy figure and a monster, but always as a storyteller. We are building on this legacy to help shape a vision for our future. 

As a visual storyteller, our graphic designer’s imagination was inspired by the idea that “beneath the crashing waves, you’ll find extraordinary creatures of all shapes, colors and sizes. The siren’s song beckons from the wave tops to all the denizens of the deep to sing with us in unison. Ascending, we lift, we rise, and we sing as one.” 

His vision draws from different portrayals in siren history – part bird, part fish, all creature – appealing and frightening at once. As a group, we love the many ways that the logo captures our imaginations and that its uniqueness gives us the space to tell our own stories and decide who we are as a collective. Overlaying the “S,” these contrasting, yet symmetrical elements of the sea and sky represent our potential as a group to embody a spirit that is welcoming, creative, and formidable. Most importantly, they symbolize the way in which our individual voices join together into a single, powerful force.