Featherstone Holdings

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Logo & Identity System

Ross, CA | 2013

Featherstone Holdings — an entrepreneurial firm engaged in direct strategic investment of private assets in operating companies — sought out Soar to create a bold identity system that would position Featherstone as a serious company, exuding a sense of both timelessness and visionary purpose. The primary logo mark takes cues from old-time railroad and airline logos while integrating a contemporary typeface and color palette intended to convey forward-thinking awareness and capability.