New Logo

I am thrilled to unveil our new logo but first a little backstory on the spacecraft brand.  Our raison d’être is to reimagine everyday objects as extraordinary products that delight our customers.

To that end there are 3 core principles that led to our spacecraft brand:

  1. Space as a concept has a dual identity that is both simple at first glance yet deeply philosophical.  Furthermore its meaning and associations are broad enough to cover the gamut of things we have in our pipeline – primarily furniture and gadgets.
  2. Craft means "made by hand with great skill."  We put considerable thought into how our designs are manufactured and experienced.  Not by accident, craft also means vessel: boat, ship, airplane etc.
  3. In combination, space + craft, literally means – a vehicle used for traveling in space – and conjures imagery of rockets, shuttles and...spaceships.  UFOs in particular carry provocative connotations that resonate with the vibe we wish to convey: mystery, futuristic, extra-ordinary.  What’s more, a UFO is a cultural icon so + 1 for recognition factor.


After studying UFOs from across the intertubes it turns out that for as simple a shape as UFOs are there is a wide array of styles ranging from whimsical to menacing.  erspective (from below, from above, profile) contributes to the perceived tone.  Many interesting CG renderings and photos (fake?) lose their Oomph when reduced to black and white silhouettes (sans clouds, tractor beams or White House destruction).

A great logo is inherently minimalist and uses an economy of lines and contours to clearly register shape.  My challenge was to identify the common tropes of UFO anatomy and employ the minimum number of shapes to capture the essence of the symbol with a style that fits our intended image.  The conventional features are:

  • saucer (obviously)
  • cockpit bubble
  • landing gear / legs
  • lights
  • tractor beam bay

Given my infatuation with all things that hover, landing gear were off the table.  Historical footnote: An early incarnation of our brand was called hoverspace.



Great logos like Apple and Nike are bold, minimalist, iconic, timeless.  They reduce the essence of the company's concept with a spartan economy of shapes and lines.  This was my first attempt to encapsulate the hallmarks of the UFO shape.

The Eye


Feeling the previous version was too 2D and whimsical I went for an ultra minimalist look but my 9 year old daughter thought it looked like a stretched eye.

The Sombrero


Added a bubble cockpit but my partner, Jonathan, thought it looked like a Mexican hat.  Andale!  Andale!  Arriba!



Add Lights!  I was semi-happy with this for the moment because it got the point across but didn't resonate as "the one."  In particular when scaled down web avatar size (say 50x50) it looked weak and wasn't obviously recognizable as a UFO.



After a 4 month hiatus of temporarily "settling" on the last iteration I finally got around to revisiting the logo with the goal of having more grativas.  Taking cues from more classic interpretations of the UFO shape, I experimented with variations on the top bubble and bay?  Still not quite there...


spacecraft logo

Eureka!  I believe this final version stylishly encapsulates the idea of a UFO (spacecraft) with the fewest shapes and is still recognizable as a teeny tiny web avatar.  Beam me up Scottie, let's go home.

Steven Swanson

Raised in a Middle Eastern desert and along the bayous of Louisiana, I studied film at USC and later programming, 3D, design, and business at the University of 4 o'clock in the morning. You can usually find me at Starbucks concocting new ventures.