Our Logo Explained

Carraro Logo

The Carraro Logo

Back in 1997, whilst at university, I was tasked to create my own identity.
Question: What represents me as a designer and a person?

Looking at my logo now it has stood the test of time...

My middle name is Rino (always mispronounced) and is also was my father's name who passed in 1994 (A legacy, my Italian Heritage). I always used to laugh when people called me Rhino.

Using positive and negative space my logo is a combination of a "Rhino Horn" and a "laughing face". Others also may see a "Tulip" See if you can pick it...

- Andrew Rino Carraro

Fun Rhino Facts

  • The name rhinoceros means ‘nose horn’ and is often shortened to rhino. Some Italians including me may have big noses

  • There are five different species of rhinoceros, three native to southern Asia and two native to Africa. (Not Italy) They are the Black Rhinoceros, White Rhinoceros, Indian Rhinoceros, Javan Rhinoceros and Sumatran Rhinoceros.

  • All five species of rhinoceros can grow to weigh over 1000 kg (2200 lb). That's Heavy!

  • White rhino can weigh over 3500 kg (7700 lb). That's Heavier!

  • White rhinoceros are generally considered the second largest land mammal (after the elephant). True!

  • Three of the five rhinoceros species are listed as being critically endangered. Sad.

  • Rhinoceros have thick, protective skin. Our designers are not precious!

  • Rhinoceros horns are made from a protein called keratin, the same substance that fingernails and hair are made of.

  • Rhinoceros are often hunted by humans for their horns. Totally against this!

  • Rhinoceros are herbivores (plant eaters). I'm a carnivore, sorry

  • A group of rhinoceros is called a ‘herd’ or a ‘crash’. Crashed and burned myself

  • Despite their name, White Rhinoceros are actually gray. Everything in life is neverblack and white

What Makes a great logo design?

A great logo won’t determine whether your business sinks or swims; but it will certainly provide a fantastic springboard. A logo gives the outside a world an instant visual impression of your brand; a good one is worth a thousand words, and plenty more besides.

It’s not easy conjuring an image that captures your vision and emphasises your company’s strengths. Every entrepreneur has a picture in their own head of what their company stands for, but how does one commit this picture to paper? This question has baffled entrepreneurs since ancient times, when Romans and Egyptians daubed adverts onto walls and posters.


If you copy other logos, or go for a design which has already been popular, it won’t fly. At best, people will think you are cheap and unoriginal. At worst, other companies will sue you. So it really doesn’t pay to nick someone else’s idea; and it’s far more fun to come up with your own.


A good logo is always easy to describe. Pretty much everyone can explain what the McDonalds, Nike and Adidas logos look like, because the images are simple, clear and eye-catching.

If you want to generate word of mouth around your logo, people need to be able to talk about it – it’s crucial that you allow your followers to tell their friends about you.


When designing your logo, you need to think clearly about what you want it to do. The purpose of your logo will depend on the type of company you are, and the effect you are trying to achieve.

Some logos serve as a figurehead for their brand, such as KFC’s world-famous Colonel Sanders. Others provide a symbol of aspirational exclusivity, like the Audi or Mercedes badges. Some are little more than a visual signature, such as a Kellogg’s ‘K’. 


Your audience should determine the style and tone of your logo. If, for example, you’re running a bodybuilding gym,  your target audience will probably be men with a macho edge; a delicate logo with subtle colours and elaborate fonts probably won’t cut the mustard here. Likewise a grown-up, colourless typeface won’t suit a business aimed at kids, like a nursery or toy shop.


If you advertise in, or contribute to a variety of print and online media, your logo will need to be extremely versatile. If your logo relies on colour, it may lose its effectiveness in black and white; equally, if it’s highly detailed, it may lose some of its effect when you shrink it down.
Ideally, you should be able to adapt your logo to company stationery, internal and external correspondence, and even corporate merchandise.


Your logo must represent your whole company; not just a part of it. It must embrace all your key products and services, not just a few of them. And it must be able to evolve to fit the products and services you plan to add in the future.


Think about your company’s mission statement – what are your core values? What do you want your business to achieve? Think about your achievements so far, and your key strengths. Each of these core features and attributes make up your company’s DNA, and should play a crucial role in shaping your logo.