The raven as the icon of black beauty, primordial intelligence, mystery and the old ones. Is the etymology of corvid derived from the ancient Proto-Indo European seed sound kos, for shout? That would seem appropriate ravens for shouting. Marketing as the shout, raven-style. But it's the sound of the kraaak and croak that reaches to the heart of the word and the story "“ and running the linguistic gauntlet for several thousand years, the sounds of the black one, the ravening clan, that first bespeak the legend.