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One great thing about starting your own company is being able to do everything from scratch, including the logo!

Ashley designed the fabulous looking logo (if I do say so myself) based on a story I told her as I was in the process of incorporating EMS Creative.

Indeed, the use of the dragonfly holds great symbolism for myself and the company. The story is below.

A dragonfly has many meanings that we believe symbolizes what EMS Creative is about. The meaning is best explained from a website regarding the meaning of the dragonfly and I’ve noted some of the more interesting parts here:

Maturity and a Depth of Character

The dragonfly, in almost every part of the world symbolizes change and change in the perspective of self realization; and the kind of change that has its source in mental and emotional maturity and the understanding of the deeper meaning of life.  The traditional association of dragonflies with water also gives rise to this meaning to this amazing insect. The Dragonfly’s scurrying flight across water represents an act of going beyond what’s on the surface and looking into the deeper implications and aspects of life.

Power and Poise

The dragonfly’s agile flight and its ability to move in all six directions exude a sense of power and poise – something that comes only with age and maturity. The dragonfly can move at an amazing 45 miles an hour,  hover like a helicopter fly backwards like a hummingbird, fly straight up, down and on either side.

Defeat of Self Created Illusions.

The dragonfly exhibits iridescence both on its wings as well as on its body. Iridescence is the property of an object to show itself in different colors depending on the angle and polarization of light falling on it. This property is seen and believed as the end of one’s self created illusions and a clear vision into the realities of life. The magical property of iridescence is also associated with the discovery of one’s own abilities by unmasking the real self and removing the doubts one casts on his/her own sense of identity. This again indirectly means self discovery and removal of inhibitions.

Focus on living 'IN' the moment

The dragonfly normally lives most of its life as a nymph or an immature. It flies only for a fraction of its life and usually not more than a few months. This adult dragonfly does it all in these few months and leaves nothing to be desired. This style of life symbolizes and exemplifies the virtue of living in the moment and living life to the fullest. By living in the moment you are aware of who you are, where you are, what you are doing, what you want, what you don’t and make informed choices on a moment-to-moment basis.  This ability lets you live your life without regrets like the great dragonfly.

The opening of one's eyes

The eyes of the dragonfly are one of the most amazing and awe inspiring sights. Given almost 80% of the insect’s brain power is dedicated to its sight and the fact that it can see in all 360 degrees around it, it symbolizes the uninhibited vision of the mind and the ability to see beyond the limitations of the human self. It also in a manner of speaking symbolizes a man/woman’s rising from materialism to be able to see beyond the mundane into the vastness that is really our Universe, and our own minds.

Design of the logo

Dragonfly Wing ConceptsAshley created a dragonfly that is both unique and symbolic of EMS Creative. Look closely and you’ll see that all four wings are different patterns. This is not by accident. Each wing represents the seasons and the 4 elements (Winter and Water; Spring and Air; Summer and Earth; Fall and Fire).

The logo itself is also changing with the seasons and will change every three months to the colour that represents the season (Winter and Blue, Spring and Yellow, Summer and Green; Fall and Red).

We are a company that is about change and about constantly making small improvements to keep ahead of the curve. The online world of marketing and the art of conversation online is an evolving and emerging medium and it’s important that EMS reflect this in its own mission. The logo is just  small part of what the company is but we feel that it is just the perfect representation of what we are about.

So what is the the story behind the dragonfly?

This story may seem sad at first but trust me, it’s not. This story is about an understanding that those close to you are never far away.

Years ago, I was told that some cultures believe that dragonflies carry the souls of the dead on their back. For some reason, I found comfort in this. It was neat to go outside and see all these dragonflies, free to fly anywhere they chose, carrying those souls that had left us, but were never far away.

One morning in 2008, I was at home working on another venture when the phone rang. It was my mother telling me that Grandma (my father’s mother) had passed away that morning. No warning. She hadn’t been sick and she was a pretty spry 87 year old woman. In fact, the night before she passed, she had been out living it up at a beach party!

I was devastated. I dropped to my knees, inconsolable for a while. I looked up and right away something outside my patio door caught my eye. It was a giant dragonfly. It was so big I thought for a second that it couldn’t possibly be real. But it was. And it didn’t move. It stayed in this one spot for hours, as if it knew I needed comfort. Maybe the soul of my grandmother was on that dragonfly that day.

Grandma and Grandpa Stevenson

My grandparents- Hugh and Donnie Stevenson

My parents and I flew to Thunder Bay for her funeral. We rented a car and drove out to my grandparents place at Silver Islet. My grandfather had passed away in 2000. As we turned a corner to go on the main stretch at the lake, these two dragonflies joined us on the left side of the car. They flew next to us as we drove along the road and took off once we had stopped in front of my grandparents place. It was as if both my grandmother and grandfather had escorted us to the house.

Three days later, we held the funeral for my grandmother. We drove out to the cemetery to bury my grandparents together. As my dad prepared to bury them, my mom and I stood to the side. As he did this, a dragonfly came and hovered around my father. Silently my mother and I looked at each other and nodded. We knew what it meant. Even though they were gone, they are never very far from us.

Regardless of what you believe, the meaning of the dragonfly is something I hold near and dear to me and am so very glad it is a part of the logo we have today.

We love dragonflies- check out our Dragonfly Pinterest page for more images of dragonflies that inspire us!


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