| Our Brand Identity Since our company began in 2001, CEDRA International has proudly carried a seahorse icon as our brand identity, chosen originally to communicate the attributes of a unique creature which holds a mystical significance among the Ancient Greeks, Europeans and Asians.
Seahorses compose the fish genus Hippocampus with nearly 50 species of seahorse, mainly found in shallow tropical and temperate waters throughout the world. "Hippocampus" comes from the Ancient Greek hippos meaning "horse" and kampos meaning “sea monster”.
The Ancient Greeks and Romans believed the mythical Hippocamp (seahorse) was an attribute of the sea god Poseidon (Roman Neptune) and as such, the seahorse was considered a symbol of strength and power. The ancient Europeans believed that the seahorse carried the souls of deceased sailors to the underworld - giving them safe passage and protection until they met their soul’s destination. Early Chinese cultures believed that the seahorse was a type of sea dragon, and as such were revered for their power and believed to be symbols of good luck.
Hippocamps appear in many ancient depictions, supporting their gods - such as in the waters of the famous18th-century Trevi Fountain in Rome, (right) surveyed by Neptune.
A positive brand identity makes a bold statement in a competitive environment and after our first successful decade in business, CEDRA International commissioned Christchurch - based brand specialist Yellow Pencil, to modernise our original company identity. The new style continues the tradition of those early depictions and we look forward to our new seahorse carrying us (and your goods) safely and proudly into the future. | |
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