Great Ocean Walk Holidays BRIEF: To convey a sense of the coastline, as well as emphasise the combination of land/nature and sea. The client wanted something that expressed the flexible, casual nature of their walking tours, and the impression they leave on guests. RESULT: The final logo uses a freehand graphic to capture the feeling of walking on a beach and leaving a footprint - symbolising the long-lasting impression left by these walking holidays. The combination of colours represents the sea and the land, whilst the overall style conveys a feeling of a contemporary, professional business that’s friendly, flexible and fun.
Peeling Back the Layers BRIEF: A logo for an Interpretation Australia conference held in Tasmania in 2010. RESULT: The graphic of a peeling apple, in the loose shape of Tasmania, was a simple interpretation depicting the idea that Tasmania, although known as the ‘Apple Isle’ has so much more to offer.
3p and Associates BRIEF: In order to reflect the changing and evolving nature of a local consultancy business, we were asked to create a logo that was a clear evolution from the previous logo -
RESULT: The resulting logo takes the central shapes from the old logo and makes a hero of them. It uses fresh, bright colours to convey a sense of clarity and energy, and employs a clean, contemporary typeface to emphasise the new approach to business.
SRA Corporate Change BRIEF: Again, we were asked to create a logo that more clearly represented a business that had evolved considerably - originally based around one of the founder member’s names, the business was now a group of passionate and highly skilled people who worked in a more corporate area. The previous logo can be seen here -
RESULT: The new logo employs a bright, eye-catching colour palette and fragmented graphic shapes to symbolise the idea that the business promotes - that many components are required to work together in order to create a highly functioning and healthy workplace. The bright, bold colours and strong typeface were a huge change from the original branding, and a breath of fresh air in the corporate field.
Emu Downs Wind Farm BRIEF: With various opponents at the time, this proposed wind farm required a logo that not only looked professional and corporate, but conveyed a sense of balance and environmental-friendliness. RESULT: The resulting logo takes the ‘e’ and ‘d’ of the name, and turns them into a ‘yin yang’ style of graphic, emphasising the balance and harmony employed in the project. The shapes are also reminiscent of a turning or spinning motion, referring to the turbines themselves.
Windsor Community Precinct BRIEF: To create a logo for a new community centre, that was designed to bring people together with a variety of services and usable spaces. RESULT: The shapes in the graphic not only represent the architecture of the building, but symbolise the way in which this project aims to become the centre of the community, with activities and ideas emanating from a central space. The different colours represent the various areas of activity - sport, health, medicine and childcare.
Elk Events BRIEF: To create a logo that conveyed a sense of fun and frivolity, yet was professional enough to compete in a corporate market. RESULT: The logo depicts a bright green elk - a simplified and quirky character designed to become a ‘mascot’ for the brand. The bright green colour is fresh and youthful, whilst the grey and black maintain a more corporate feel.
Echelon Marketing BRIEF: Design a logo for an up and coming marketing business, that was professional, corporate and reflected the expertise of those involved, yet conveyed the idea of taking a fresh approach RESULT: The graphic, originally inspired from a ‘mind map’ scribble, refers to the idea of connection - connecting people, ideas, and networks. The colours are fresh and clean - corporate without feeling dull and boring, whilst the typeface is strong and distinctive - overall achieving a sense of a business that is confident and knowledgeable, yet energetic and young.
hitSend BRIEF: To create a logo for an editing and proof-reading business, that deals specifically in the digital format - checking and re-writing emails and documents before a client ‘hits send’. RESULT: The logo uses an illustration reminiscent of a web icon to depict a hand on a mouse, finger hovering over the button. The contrasting font gives the logo personality and character, whilst the red gives a sense of urgency.
Netspertise BRIEF: A logo for a young woman setting up a service to help clients get a professional online presence. RESULT: Again, a graphic in the style of a simple computer icon - this time depicting a happy ‘nerd girl’ at a computer. The logo appears humourous and friendly, hopefully helping to put potential clients at ease in a sometimes overwhelming area they need help in.
Northern Tasmanian Waste Management BRIEF: To emphasise the Northern Tasmanian region (including Flinders Island), and to convey the idea of waste management and recycling. RESULT: The logo used a green arrow, in the style of a recycling icon, to cover the northern region of the state. Set against the black triangle that represented Tasmania, the green graphic appears fresh and evokes the idea of green, environmentally-friendly practices.
Launceston Flood Authority BRIEF: A simple logo for the corporation that could be used on everything from signage to a mark on concrete. (It therefore had to be a clear, graphic shape that could work in one colour, at any size.) RESULT: The logo depicts the flood wall blocking the high waters from the land on the other side. The symmetry of the central, triangularshaped wall emphasises the authority and professionalism of the group, whilst the wavy shapes on either side not only depict water and nature, but were a reference to the Launceston City Council’s branding at the time.
Macquarie Franklin BRIEF: Named after two well-known Tasmanian rivers, this agricultural and environmental services business required a logo that was generic enough to apply to all aspects of their business. RESULT: The final logo uses a spiralshaped graphic to represent several ideas - water (irrigation services), ploughed land (agriculture), and an unfurling leaf (natural resources). The style of the symbol is also reminiscent of indigenous rock carvings - a nod to our ancestors on this land.
PSDF BRIEF: A logo for a deep water fishing company, that conveys the idea of environmental awareness. RESULT: The graphic shows a fish (made from the negative white space of the circle) and a hand - symbolising the care and awareness the company applies to their business.
Shots on Wax BRIEF: A logo for a new coffee shop combined with a traditional vinyl record store. RESULT: The logo, depicting a vinyl record pouring coffee into two shot glasses, is simple and graphic - almost retro in its styling, which is fitting for a vinyl record store. The overall logo conveys a sense of fun and rebellion - perfect for the target market.
Pawsome BRIEF: A logo for a small business making healthy dog biscuits. They had used an illustration of their own border collie in their original logo, and liked the idea of maintaining a reference to their dog. RESULT: The simplified illustration employed a careful balance of positive and negative space to create a friendly dog graphic - strong, bold and easily recognisable, yet simple enough to reproduce easily on signage, and products etc. The distinctive typeface used contributes to the friendly, hand-made look and feel imperative to their brand.
Iron Fit Australia BRIEF: Logo for a personal trainer, whose target market was young men wanting to compete in muscle building competitions. RESULT: The logo uses a simple, graphic illustration to convey a sense of seriousness and urgency. The bold, black and white shape and accompanying text is almost tattoo-like, designed to appeal to the target market.
Tourism Northern Tasmania BRIEF: A logo for the corporate, industry-focused organisation promoting tourism in our region. It was important that the brand was not misinterpreted as a tourism or destination service, but rather as a serious, corporate organisation. However, there was still a requirement that the logo somehow refer to the destination - alluding to character, history and the promise of a deeper level of experience. RESULT: The seemingly simple solution of the typography sitting on a solid shape with its corner peeling back, symbolises the stories that can be unearthed in our region and by our operators. The fresh green colour of this peeled back corner not only represents the natural experiences to be had, but also the fresh approach taken by this organisation. The grey shape behind the text implies an old map , referring to the history and character of the region.
Wordtree Communications BRIEF: To create a logo for a small marketing and communications business, whose focus is on public relations and media. RESULT: The resulting logo uses a stylised tree illustration to represent the idea of ideas growing, businesses flourishing, and word spreading. The tone of the logo is feminine and natural, yet clean and corporate.
Tasmanian Safaris BRIEF: A logo for a bushwalking and camping company, that promises a comfortable natural experience. The logo needed to be clean, contemporary and professional, in order for clients to be assured that the experience would also be professional and enjoyable. RESULT: The logo uses a simple, graphic illustration that feels clean, calm and balanced. With the inclusion of a tent in the illustration, it is clear what the experience involves, yet its style creates assurance that it is done professionally.
69B Lachlan Parade, Trevallyn TAS 7250 m 0400 519 919 e ben@halibut.com.au www.halibut.com.au