It is true, that we perceive world through images. The nature made us like that. Visual factor creates emotional background in subconsciousness, a resonance which defines priority of memorizing and impact caused by random information.Someone has asked Albert Einstein about a type of brain activity he prefers if to choose from imagery, words and symbols.  He replied that he had never regarded words and symbols as something of great significance, but he had always thought by means of imageries. And only after he had found a solution in his imageries another easier task have been emerging – transferring this solution into words or symbols.

That’s why at the beginning of 20-th century in USA when the number of companies which worked in the same sphere have raised critically the problem of identification have become actual, and identica  appeared.

Identica – is a visual basis for any kind of business, it’s face. Everything that is connected with identification of one trademark among others is called identica. Corporate style, logo – are the elements of the company’s recognition system at the market. Because of such vital things the direction of company’s activity is  expressed the essence of its concept and attitude toward clients. In other words identica is what makes company different from others.

Logo – the first and the most important component of corporate style. It’s not just an attribute or icon which every company should have. Logo is a corporate concept embodied into visual image.

Logo of our company which you can see in top left corner of our website’s every page is a combined sign.

Verbal part of the sign is the name of our company: "Law Firm" Jurinnovation". By the way, according to certificate of signs for the goods and services № 111179 of 25-th August 2009 the verbal designation “ЮРІННОВАЦІЯ JURINNOVATION” is a sign for the goods and services, which is owned by our company.

In graphic part of the company's logo the eye catches dirigible first of all.

How dirigible  may be connected with the law firm? Is it a travel agency?  Are they specialized in legal services for tourists?

Perhaps, these thoughts occur when people see the logo for the first time. But things are not as they might seem. The image of dirigible as basis of our logo and the whole corporate style is closely linked to semantics of our company’s name and its philosophical concept.

In particular, assuming that the concept of innovation is closely related to the concept of introduction (invention, discovery) while objective of introduction is improvement of efficiency, effectiveness, quality, of customer satisfaction, the concept of innovation can be identified with the dirigible as with symbol of innovative development.

What has a dirigible in common with innovative development?

"... Most gulls don’t bother to learn more than the simplest facts of flight – how to get from shore to food and back again. For most gulls, it is not flying that matters, but eating....  More than anything else Jonathan Livingston Seagull loved to fly…" excerpt from the Seagull Jonathan Livingston by Richard Bach's

The Flight. Perhaps, the first thing that is associated with a flight is creativity, or in other words the basis for innovation. To create something new, you need to get rid of the chains and go beyond the traditional frontiers. For a man who "was not created to fly" - it is to rise above the earth in flight.

As it is known, the history of aeronautics has started from flying on balloons – aerostats. And what is a dirigible? It is a driven aerostat with engine. Carlson would answer this question this way: "I'm not just a ghost! I am the very first ghost with engine”.

Therefor we have the associative link between the airship and innovative development. In fact dirigible is not only the first aircraft but also the first step in improving of the first aircraft with innovative goals: to increase its efficiency, effectiveness and quality ...

The following historical facts confirm the "innovativeness" of the dirigible:

In 1784 French engineer Lieutenant Jean-Baptiste Marie Men published innovation in comparison with hot air balloons aerostat project, named the "dirigible" (from French  Dirigeable - managed). From hot air balloons dirigible differs by aerodynamic fusiform shape and by the airscrew situated behind, which later have become known as a propeller (Latin propello – to turn out, to push forward).

The First flight of the dirigible took place on September 24, 1852.  It happened thanks to the innovative design of the steam engine constructed by locomotive mechanic Henry Zhiffar. Due to lack of engines for dirigibles the first flight became possible only after almost 70 years since the invention of the dirigible in 1783.

In 1866 the Russian Navy, Admiral Nikolai Sokovnin published drawings of dirigible that was driven (or activated) by a jet stream inhausted by a pump and the air which was thrown out from a nozzle . The vessel had a form of a symmetrical hemispheres, and was able to change the direction of flight using jet booster.

In 1872 an Austrian Henleyn Paul took the next innovative step in dirigibles manufacturing. He has built the first dirigible driven by a four-cylinder internal combustion engine.

In 1884 in France brothers Gaston and Alfred Tissandes have made the first flight on the dirigible with an electrical engine. In addition, that dirigible was equipped with a propeller that wasn’t pushing as earlier but pulling the aircraft forwards. Thanks to that aircraft’s manoeuvrability and speed were increased.

In 1887 the great Russian scientist Konstantin Tsyolkovskiy has offered a revolutionary project for his time – a frameless all-metal dirigible, able to lift cargoes of huge mass due to its grand volume.

In 1900 a famous count Ferdinand von Zeppelin has entered the international arena of dirigibles manufacturing. He’s picked the most innovative ideas of his time: aluminium body, sectional placement of hydrogen in balloons that don’t communicate.

The innovative development have been seen not just in a way the aircraft was constructed, but also in what it have been filled with. Initially quite cheap but highly explosive hydrogen was used. Later it was replaced with inert but very expensive helium. After all so called blaugaz was used which is a complex  chemical composition containing ethylene, methylene, propylene, butylene, ethane and hydrogen. Currently different projects are being developed aiming to use vacuum and unfairly forgotten heated air in dirigibles.

In 1960-ies a group of scientists and engineers from Kyiv namely : R. Gokhman, I. Spitsyna, L. Konstantinov, G. Weinstein and A. Polyanker – have invented a new form of ecological power supply which uses sustainable air flows in the high layers of the troposphere. The essence of this project is that with the aircraft, equipped with wind turbines and electricity generators, electric power is transmitted via special cable to a surface substation.

An American company JP Aerospace is preparing to test a giant V-shaped 53-meter long dirigible named «Ascender». If tests are successful even bigger 3 km long dirigible would be built for flights in stratosphere. The main advantages of this project are its cheapness (Ascender is cost 500 thousand dollars - less than a spy-plane), heavy load capacity and ability to stay in flight for a long time. Besides, at 30-50-km altitude airship would be virtually invulnerable for attacks from the ground. The dirigible would combine the advantages of satellite and spy plane thus having no disadvantages of any of both.

NASA experts are developing a project of manned dirigible called "Aircraft”, which is hydrodirigible capable in case of need to float on the water surface. "Aircraft” is supposed to fly mostly above the oceans carrying cargoes and passengers faster than any sea craft and cheaper than any plane. Passengers of dirigible would have accommodation as if they were on a comfortable oceanic liner...