The Phoenix Principle: Rebirth, Reinvention and the launch of FuturePrint Industrial Print
FuturePrint Editorial
Of course, a phoenix is not a real thing. Its mythical origin is ancient, and even if it has never existed, across the world it still means something.
Whether its presentation is more dramatic and fiery in European tradition or more harmonious and balanced in Asian culture, the phoenix carries both a spiritual and practical meaning: that life is a continual process of stages, transitions and renewal. In Europe it conveys revolution – the dramatic rise from the ashes. In Asian cultures, it reflects evolution – closer to yin and yang and the dance between balance and refinement.
What makes the phoenix powerful is how naturally it resonates with us as humans. As one stage ends, another begins. We rarely ever know what our future holds and even as we grow older and accumulate experience, the uncertainty never fully disappears. What does change is our response: we evolve, adapt, and reinvent. But could we influence the future, with innovation, creativity and boldness?
This got me thinking about innovation, creativity and communications. Meaning is essential to life. Purpose gives life direction. It motivates us, disciplines us and gives us a role in the world. And this applies just as much to business as it does to individuals. After all, a business is simply a group of people trying to move in the same direction. To be effective, they need a shared purpose, a shared story, and a shared sense of why they exist beyond outputs and profit. This is where symbolism becomes unexpectedly powerful.
Symbols help people understand who they are, what they stand for, and where they’re going. A strong symbol cuts through (often human made) complexity. It gives language to things that are otherwise hard to articulate – change, ambition, resilience, transformation.
In marketing and business, the phoenix becomes a metaphor for something deeply relevant today:
the need to innovate continuously
the inevitability of disruption
the courage to reinvent
the discipline to grow through difficult phases
the belief that something better can emerge
At a time when industries are evolving at unprecedented speed, when technology, sustainability and new models are reshaping markets, the phoenix reminds us that transformation is not a failure – it is a natural part of progress.
The story endures because we need it. And in business, as in life, symbolism isn’t superficial – it’s strategic. It helps people understand change, believe in change, and ultimately act on change.
The phoenix simply gives us a language for something we already know: to move forward, we must continually rise.
Why We Chose the Phoenix for FuturePrint Industrial Print
The phoenix now features at the heart of the creative concept for FuturePrint Industrial Print. It is more than a visual metaphor – it represents the very essence of what is happening in industrial print technology for advanced manufacturing today.
Industrial print is being reborn. New digital processes, new materials, new software-driven intelligence, new sustainability expectations and new business models are transforming what is possible. Entire categories are shifting from analogue to digital; from manual to automated; from decorative-only to functional, hybrid and smart.
The phoenix captures this beautifully.
Its functional wing reflects the rise of electronics, coatings, smart surfaces and advanced manufacturing.
Its decorative wing reflects creativity, design, aesthetics and the power of visual communication.
The body that unites them represents the fusion of art, engineering and innovation that defines industrial print’s future.
Just as the phoenix moves through cycles of renewal, the industry is entering a new stage—driven by intelligence, sustainability and reinvention. That is why the phoenix stands at the centre of our creative: a symbol of a sector rising, transforming, and discovering its next chapter.