What is behind our name?
In Norse mythology, Vidar (or Víðarr) is the half-brother of Thor. He is associated with practical wisdom and with regaining order and supremacy. He is the son of Odin and the giantess Gríd. His major deed in the mythology is to avenge his father's death at Ragnarök. This is the final battle waged between the Æsir, led by Odin, and the various forces of the giants or Jötnar, followed by the destruction of the world and its subsequent rebirth. Vidar is one of the few gods to survive Ragnarök, after which he is destined to rule the new world for all eternity.
The runic symbol associated with Vidar is the character “Ur” (meaning “Power”). The Ur-rune (which we use in our logo) symbolizes the auroch or wild ox, an ancient breed of European bison dating back to prehistoric times. It is a symbol of elemental power and masculine energy in its untamed form. The ritual hunting of the auroch was undertaken by young warriors as a test of manhood. Consequently, the Ur-rune is seen as representing a pioneer spirit, rugged individualism and spiritual strength.
The ability of Vidar to survive through all time and the positive attributes of his symbol, the Ur-rune, have parallels with the ability to create and sustain change through the effective management of a brand and visual identity. It is the aspiration of every brand owner that their own brand will survive the trials of the commercial world and not only become the dominant brand but will also enjoy positive associations.