Looking behind a logo
Shella logo: a masterpiece of
sustainable textile art
by Milan fashionista Camilla Angelucci
I am delighted to present our logo, realised for Shella Consulting by Milan fashionista Camilla Angelucci
When I first met Camilla, I instantly realised that she was able to combine what she does best and loves the most - fashion design - with what she stands for - sustainability - and I had no doubt that she was the right person to design the Shella logo.
And in fact, Camilla created a logo that speaks of what Shella does best and loves the most- delivering on quality and on change - and expresses what Shella stands for.
First, the Shella logo is made of fabrics. And the texture of fabrics speaks of tangible achievements created by the power of networks and interconnections which Shella so much believes into. And what’s more, the Shella logo is made of a sapient, unique combination of luxury fabric scraps that speaks of the power of inclusion, of re-valuing and combining diverse contributions in unique ways to create high-quality and sustainable solutions - which is at the very heart of how Shella Consulting operates
Let’s look a touch deeper: the shape of the Shella logo speaks of fluidity and perpetual motion, to remind that at Shella Consulting we are agile and adaptable: no preconceived ideas, no sharp edges and no fixed solutions here - because the best solutions are those that evolve with you. And let’s look at the patterns of the Shella logo: you can see change through these patterns, and it’s an interesting change, an harmonious change, a well-managed change. And if you look at it again, you might anticipate the change that is is yet to come.
And finally, the Shella name - it is hand-written, to reflect the authenticity and the ‘human touch’ that underpin everything that Shella Consulting does. And yes, it is a golden hand-writing: because at Shella we are resilient like gold, and because we have the ambition and commitment to deliver gold, unique solutions.
And now, let me share a little more about the creator of the Shella logo, Camilla. After earning her Fashion Design BA at Milan uni and working in the prestigious Milan fashion industry, Camilla spent a year in England. And it was by browsing England beautiful charity shops that Camilla realised what her true passion was: give beautiful items a second life, reshaping them to create something new, unique, and respectful for the environment. And from there, in the midst of Covid pandemic, Camilla went on to open two vintage shops: one in beautiful Liguria, the other on-line, called Ultra-Vintage.
https://instagram.com/ultra_vintage_?igshid=7nz7afrulj96
To me, Camilla is an icon of self-empowerment, youth entrepreneurship and purpose-driven entrepreneurship, and I am honoured and proud that she agreed to create our Shella logo. And look at the logo - she created a superb piece of sustainable art, that expresses in its parts and its whole what Shella stands for. Thank you, Camilla!
Ella
Managing Director, Shella Consulting Ltd
