Main Article
Logos are usually designed to sit neatly in the corner on packaging, signage or screens. They quietly reinforce brand identity without demanding too much attention. But what happens when the logo steps out of the background and becomes the main character?
When translated into giant props, brand logos can become the central part of experiential marketing. They become something people can walk around, interact with, photograph and remember.
Here is a look at how we have helped brands bring their identity to life by putting their logo front and centre.
Citroën: Simplicity, Elevated
For Citroën, the brief was to take their iconic double chevron logo and turn it into a striking three-dimensional marketing prop. At first glance, the shape is simple. But translating it into a physical object required careful planning.
We began by visualising the logo in 3D, then sculpted one chevron in polystyrene with internal metal supports. This allowed us to create a mould and cast two identical forms. The key detail was in how the two chevrons were positioned. Using clear acrylic rods, we separated them to create the illusion that one was floating above the other.
The result was clean, precise and instantly recognisable. By doing very little to the logo itself, but everything to how it was presented. It became a confident, sculptural centrepiece.
Aston Villa: Identity with Depth and Story
For Aston Villa F.C., the logo did not just need to stand out. It needed to tell a story.
Working with Lily Creative, we designed and built a giant lion inspired by the club crest, which was positioned at the centre of their new merchandise store. Rather than recreating it as a flat graphic, we brought it to life as a textured brick structure.
Each brick was carefully finished, with selected bricks featuring the names of past managers. A projector was then used to map graphics and footage onto the surface, which cleverly linked the physical structure with digital storytelling.
The lion quickly became a focal point for visitors. Not just as a display, but as a place to gather, interact and take photos. It shows how a logo can go beyond recognition and become part of the experience itself.
Adidas: Built from the Brand Itself
For Adidas, the logo was not just recreated. It was constructed from the very products it represents. Using sections of current season football shirts, we created a gi framed piece that formed the Adidas logo. Each piece of fabric was cut, mounted onto individual tiles and assembled like a puzzle.
The finished piece was both familiar and unexpected. From a distance, it reads instantly as the Adidas mark. Up close, it reveals the texture, colour and detail of the shirts themselves.
It is a good example of how a logo can be deconstructed and rebuilt in a way that adds depth without losing clarity.
Ralph Lauren: A Logo in Motion
With Ralph Lauren, the focus shifted slightly from the logo itself to the brand’s iconic symbol.
We were asked to recreate their signature horse, not as a static logo, but as a series of black horse sculptures for use across new store openings. While the poses differed from the exact logo, the figure is instantly recognisable as the same equestrian mascot associated with the brand.
The challenge here was to replicate the look and feel of heavy bronze sculptures using lightweight materials, while maintaining a high level of detail and consistency across multiple units. Through careful moulding and scenic painting, we created pieces that carried the same presence and prestige as the original, while being practical for installation and distribution.
It is a reminder that sometimes the essence of a logo is not just its shape, but the character it represents.
Making the Logo the Star
Turning a logo into a prop is not about making it bigger for the sake of it. It is about understanding what makes that logo meaningful and finding the right way to express it in three dimensions. Sometimes that means keeping things minimal and precise, like with Citroën. Sometimes it means adding texture and storytelling, like with Aston Villa. And sometimes it means reinterpreting the symbol entirely, like Adidas and Ralph Lauren.
At Spur Creative, we enjoy finding that balance. Taking something familiar and giving it presence, personality and a place in the real world.
If you are looking to turn your brand identity into something people can experience, we would love to help bring it to life.