We’re thrilled to unveil our new brand icon, the peregrine falcon, a symbol embodying the core pillars of our brand: performance, functionality, comfort and sustainability. This sleek and refined icon reflects our commitment to creating innovative, sophisticated and contemporary products.
Creating this icon initiated a thoughtful journey, rooted in our desire to find a symbol that would resonate aesthetically. We wanted a design that felt modern and future-oriented, which could also be incorporated seamlessly across our product range.
Our team explored themes such as travel, performance and circularity. We generated numerous ideas, gravitating towards designs that suggested movement and were clean in appearance.
The breakthrough came from a conversation between our co-founder, Samuel, and our Creative Director, Samantha, inspired by the idea of a bird in flight. During a run in the Yorkshire Moors, Samantha observed a bird of prey overhead, accompanying her for several hundred metres. This crystallised the concept, with the bird symbolising speed, precision, performance, elegance, journeys and adventure.
The peregrine falcon, the fastest bird in the world, embodies these attributes perfectly. As well as exploring the open skies, it thrives in urban environments, in the same way that our bags are designed for both city life and adventure.
Further design development led us to integrate the peregrine falcon with the Troubadour logo, drawing on the geometric and origami aesthetics that are integral to Samantha's design process. The resulting icon not only aligns with our brand’s ethos, it also enhances our visual identity, representing Troubadour's dedication to high performance and elegant design.
We are excited to share this new icon with you and look forward to seeing it soar as a symbol of everything Troubadour stands for.
