SE C OND N ATURE S W IM M ING BE THE ADVENTURE
LO GO IDE NT IT Y ST UDIE S / LIFE ST Y LE BR AN D WO RK IN P RO GRE SS, JANUARY 13 202 1
KEY CONCEPTS / IDE AS
The main goal is for the company to become a lifestyle brand. We are still remaining as a swimming company who deliver one-to-one tuition for adults (and a few kids) but we want to be known more for the lifestyle side - retreats / clothing to enjoy on the retreats (snuggly jumpers / fitted quality tshirts/ bottles etc) and helpful tutorials. For example, Lululemon they began purely teaching yoga and then ventured out into a lifestyle brand. 1. California vibes / Nordic lifestyle 2. I LOVE the water element we have in the existing logo 3. I'm very happy with our existing color pallet 4. Dolphin tail is a great shout - it incorporates the nature & freedom element (Charlotte is also a dolphin trainer!) 5. The logo will feature on wetsuits / towels / tshirts / website / marketing material 6. 'be the adventure' is the slogan 7. kranken /lululemon / pendleton / kavu would be my top brands who I'd want to stand alongside.
REFERENCE IMAGERY
SKETCHES OPTION 1
A
B
C
F
D
G
H
E
I
J
L
K
M
SKETCHES OPTION 1 continued
N
O
P
R
Q
T S
U
V
SKETCHES OPTION 1 continued
X W
Y
Z
SKETCHES OPTION 2
SE C OND N ATURE S W IM M ING BE THE ADVENTURE
LO GO IDE NT IT Y ST UDIE S / LIFE ST Y LE BR AN D WO RK IN P RO GRE SS, JANUARY 20 202 1
B R AN D IN G D ESIGN D EVELO P MENT LOGO FO RM AND LO CKUP BE T HE ADVE NT URE , TAGLINE ST UDIES
BR AND FAMILY DEVELOP MEN T PAT TER NS, FINGER PRINTS AND MO RE WORK IN P ROGRE SS
SELECTED LOGO S
J
Q
SUMMARY Out of all of the logos we like:
W
Y
J
Q
V
W
Y
Z
1. J & Q
Love the concept of wholeness. Completed circle. Our brand is lifestyle focussed and so I feel that captures it quite nicely. 2. W & Y
We love! These would look great on the reverse of tshirts and uniform. We like the layout of the wording incorporating into the logo... Unsure how the designs would look stand alone without the writing though? 3. V
This was one of Charlotte's favourites. I think it would be good to explore this concept of the tail placement too. V
Z
4. Z
My personal fave at this point. it has a strong beach / California / chill vibe. I feel calm just looking at it!
PAT TER NS – Work In Progress
SUMMARY FROM THE ZOOM MEETING
A. Flexible with the font and wording placement. – Happy to explore this alongside the logo design, or whether we focus just on the logo and then the font? – What do you think the best way of working with this would be? B. The third page on your designs, – We talked about textures and really rated that 'distressed wood' look on the logos. Really beautiful. – You then suggested bottle openers! SUCH a great shout. – And we concluded that this logo etched on materials such as wood / metal would look stunning (goals!) C. It was fab talking about patterns! – We came up with the idea of fingerprints (stemming from the idea of tree roots and their identity). – I have attached our thumbprints to this email so you can see what we're on about! Very similar to crashing surf waves! Other patterns that we thought of from nature were seashells / nautical rope theme / wood i.e. beach huts & driftwood – We also love the aztec patterns. I have attached examples that are GORG Next
Super impressed at the first draft! - Be great to now hone into our favourite logos and look at adding some of the elements mentioned above? Great start, left us buzzing!
Work In Progress
I know right!? - Charlotte sent it to me last night and it just resonated A TONNE tool
Great!! Hey, Charlotte has just sent this image through of a person diving under a wave on a surf board! I've attached a screenshot of our WhatsApp conversation!
I like to sleep on everything and I woke up this morning feeling like if this was our logo, I'd be happy! So, I communicated with Charlotte this morning and sent her a screenshot of your email and we are both on the same page. - We'd love to use this image as the base concept?! - We still like the idea of the patterns and everything we sent in our previous email, but this as a concept... LOVE! - A surfer diving under a wave with a surfboard, in action, wow! - Charlotte suggested maybe even using the dolphin tail at the back of the board? - I then suggested that we could even replace the surfer's legs with a mermaid/merman tail?!
This is awesome! Are you thinking perhaps incorporate it into one of the logo forms? or can this being simplified and being on the patterns. I just want to make sure I capture your thoughts and I can evolve them into other possibilities.
00000, it's a good one! Hope this makes sense?! - I am happy to cl arify further, or we can arrange another zoom on the weekend for more clarity, whatever works best!!
J LOGO OPTIONS
Q OPTIONS
1. J & Q
Love the concept of wholeness. Completed circle. Our brand is lifestyle focussed and so I feel that captures it quite nicely.
Logo, Brand & Tagline LockUp Option J&Q
BE T H
E
ad
AD
he b e tu r e t n ve
VE
NT
URE
b e t h e a d v ent ure
B E TH E ADVEN TUR E
BE THE THE BE
A DV E NT
ADVENTURER
U RE be t he adve nt ure
BE THE A DV E N T U R E
Tagline Studies BE T H E ADV EN T URE
be t he adve n t u r e
BE THE ADVENTURE a
BE
he b e tt u r e n e dv
THE
A DV E NT
U RE
b e the a d v entur e
BE THE
ADVENTURER BE T HE ADVE NT U RE
W LOGO OPTIONS
Y OPTION
2. W & Y
No t e : R o ug h d o lp h i n s i l h ou e tte s shown ju s t f o r id ea . W i l l fu r th e r de v e l o p a n d pe r fe c t th e silho u e t t e fi g u rin e .
We love! These would look great on the reverse of tshirts and uniform. We like the layout of the wording incorporating into the logo... Unsure how the designs would look stand alone without the writing though?
Logo, Brand & Tagline LockUp Option W & Y
B E TH E A DV E N TU R E
B E THE ADVENT UR E
Be The A d ve n tu r e
BE TH E ADVENTU RE
V LOGO OPTIONS
3. V
This was one of Charlotte's favourites. I think it would be good to explore this concept of the tail placement too.
Logo, Brand & Tagline LockUp Option V
BE THE ADVENTURE
be the adventure
be the adventure be the adventure
Z LOGO OPTIONS
4. Z
My personal fave at this point. it has a strong beach / California / chill vibe. I feel calm just looking at it!
Z LOGO OPTIONS
RE
HE AD BE T VE N
T U
BE
E ADVENT U TH
RE
SE C OND N ATURE S W IM M ING BE THE ADVENTURE
LO GO IDE NT IT Y ST UDIE S / LIFE ST Y LE BR AN D WO RK IN P RO GRE SS, JANUARY 23 202 1
KEY CONCEPTS / NEW CONCEPT
I know right!? - Charlotte sent it to me last night and it just resonated A TONNE tool
Great!! Hey, Charlotte has just sent this image through of a person diving under a wave on a surf board! I've attached a screenshot of our WhatsApp conversation!
I like to sleep on everything and I woke up this morning feeling like if this was our logo, I'd be happy! So, I communicated with Charlotte this morning and sent her a screenshot of your email and we are both on the same page. - We'd love to use this image as the base concept?! - We still like the idea of the patterns and everything we sent in our previous email, but this as a concept... LOVE! - A surfer diving under a wave with a surfboard, in action, wow! - Charlotte suggested maybe even using the dolphin tail at the back of the board? - I then suggested that we could even replace the surfer's legs with a mermaid/merman tail?!
This is awesome! Are you thinking perhaps incorporate it into one of the logo forms? or can this being simplified and being on the patterns. I just want to make sure I capture your thoughts and I can evolve them into other possibilities.
00000, it's a good one! Hope this makes sense?! - I am happy to cl arify further, or we can arrange another zoom on the weekend for more clarity, whatever works best!!
01
INS PIR ATION / REFERENCE IMAGES
02
REFERENCE TREATMENT ST YLES (DIS REG ARD IF D OESN’T CONNECT W ITH YOUR INTENT)
client provided art direction
simplistic line drawing with color blocking geometric form
positive and negative relationship fluid color layers
color blocking base 03
04
white logo overlaid with opacity reduction for background to be visible. similar treatment to image on mood board.
05
06
be the adventure quick example with color blocking base
07
08
09
SE C OND N ATURE S W IM M ING BE THE ADVENTURE
LO GO IDE NT IT Y ST UDIE S / LIFE ST Y LE BR AN D WO RK IN P RO GRE SS, FE BRUARY 10, 20 2 1
KEY CONCEPTS / NEW CONCEPT
I know right!? - Charlotte sent it to me last night and it just resonated A TONNE tool
Great!! Hey, Charlotte has just sent this image through of a person diving under a wave on a surf board! I've attached a screenshot of our WhatsApp conversation!
I like to sleep on everything and I woke up this morning feeling like if this was our logo, I'd be happy! So, I communicated with Charlotte this morning and sent her a screenshot of your email and we are both on the same page. - We'd love to use this image as the base concept?! - We still like the idea of the patterns and everything we sent in our previous email, but this as a concept... LOVE! - A surfer diving under a wave with a surfboard, in action, wow! - Charlotte suggested maybe even using the dolphin tail at the back of the board? - I then suggested that we could even replace the surfer's legs with a mermaid/merman tail?!
This is awesome! Are you thinking perhaps incorporate it into one of the logo forms? or can this being simplified and being on the patterns. I just want to make sure I capture your thoughts and I can evolve them into other possibilities.
00000, it's a good one! Hope this makes sense?! - I am happy to cl arify further, or we can arrange another zoom on the weekend for more clarity, whatever works best!!
01
INS PIR ATION / REFERENCE IMAGES
02
REFERENCE TREATMENT ST YLES (DIS REG ARD IF D OESN’T CONNECT W ITH YOUR INTENT)
client provided art direction
simplistic line drawing with color blocking geometric form
positive and negative relationship fluid color layers
color blocking base 03
04
white logo overlaid with opacity reduction for background to be visible. similar treatment to image on mood board.
05
06
be the adventure quick example with color blocking base
07
08
09
SE C ON D NAT U RE SW IMMING B E TH E ADVENTURE
LO G O IDEN TI T Y ST U DI E S / L I F E ST Y L E BR A N D WO R K IN P ROG RE S S , F E BRU A RY 12 , 2 02 1
K a ta l i n a ’s fee d b a c k : L ov e w h a t y o u h a v e d o n e with the va rio us surfb o a rd d e signs!! My fa v o u r i te d e s i gn i s fir s t o ne o n p a ge 3 ! - I d o n't think the y ha ve le tte rs o n b u t i t' s th e fir s t b l a c k c i r c l e o ne ne xt to the surfb o a rd d e sign id e a s. I l i k e th e on e a l s o on p a ge 4, the ce ntra l o ne a t the b o tto m . - I think it lo o ks gr e a t a s w h i te too . P er s on a l ly, i'm re a l ly ha ppy w ith this d e sign. - W ha t is y o ur o p i n i on on a d d i n g fin e l i n e de ta il to the me rma id ta il? - like , a d d ing e xtre m e ly fin e l i n e s c a l es b u t i n a z i g za g a zte c sty le ? I w o uld a lso like to se e w ha t the m e r m a i d w ou l d l o o k l i k e w i t h m o re w ild ha ir? ! - Think it co uld lo o k q uite e l e c tr i c a n d c oo l . . . ? I ' d b e k e e n to g o a h e a d w i t h the se a d d itio ns if y o u d o n't m ind w hilst w e w a it fo r C h a r l otte ? D o y ou r ec ko n it co uld b e d o ne fo r to mo r ro w (frid a y 12 th Fe b ) a n d w e j u m p on a c a l l toge the r? - I 'm ha ppy to d o e ve ning. I 'm a night o w l b y
A Page 3
n a tu r e l ol . I ' l l p au s e m y fe e d b a c k o n th e fle x & d e e d s d e sign a nd w e c a n w a i t on C h a r l otte .
O / Page 4
Febr uar y 12 L o go D e v e l o pm e nt
02
A A1
A2
A3
A4
Explored different hairstyles and mermaid tails
Febr uar y 12 L o go D e v e l o pm e nt
03
C i rcle di ameter is 8.255 cm /v 3 .2 5 in ch e s Ex plored 4 diff erent p atter n s b a se d o n th eir readability and legib il it y.
A1
A2
A3
A4
Febr uar y 12 L o go D e v e l o pm e nt
04
C i rcle di ameter is 5 .08 cm / 2 in ch e s Wh en logo is at a smal ler sca l e , th e p attern’ s legibility is a l it t l e ch al lenging to visual ly read . A1
A2
A3
A4
Febr uar y 12 L o go D e v e l o pm e nt
05
O O1 This is a reverse out of A1 logo. See Reference
O2
O3
O4
A1 Reference
Febr uar y 12 L o go D e v e l o pm e nt
06
C ircle diameter is 8.255 cm / 3 .2 5 in ch e s
O1
O2
Pattern opacity at 50%
Pattern opacity at 50%
O3 Pattern opacity at 70%
O4 Pattern opacity at 80%
Febr uar y 12 L o go D e v e l o pm e nt
07
C i rcle di ameter is 5 .08 cm / 2 in ch e s
O1
O2
O3
O4
Febr uar y 12 L o go D e v e l o pm e nt
08
O1
O2
A1
A2
O3
O4
A3
A4
Febr uar y 12 L o go D e v e l o pm e nt
09
AP P E NDIX Feb r u a ry 10 Lo go De ve lo pm e nt
Rough positive and negative studies. Will further finese mermaid and surfboard form if client likes the design idea.
D
A
B
C
Positive and Negative Relationships with circle form and mermaid
E
F
BE THE ADVENTURE BE THE ADVENTURE
G
Type roughly placed just to see if it could fill the void of the half circle removed
H
I Febr uar y 10 L o go D e v e l o pm e nt
03
selected sketch J
K
L
N
M
O
P
Febr uar y 10 L o go D e v e l o pm e nt
04
W LOGO OPTIONS
Y OPTION
2. W & Y
N o t e : R o ug h d o l p h i n s i l h ou e tte s s ho wn ju s t f o r i d ea . W i l l fu r th e r d e v e l o p a n d p e r fe c t th e s il h o ue t t e fi g ur i n e.
We love! These would look great on the reverse of tshirts and uniform. We like the layout of the wording incorporating into the logo... Unsure how the designs would look stand alone without the writing though? Febru ary 1 0 L og o Develop men t
05
W
Flex& Deeds
Might look too cluttered with sunset and Flex and Deeds locked in the circle as well. Script type used is just for placeholder purposes.
Flex& Deeds
Sunset shown is just for a placeholder to show the layering how it’s getting too busy.
Flex& Deeds
Flex&
D e e ds
Flex & Deeds owning the space Febru ary 1 0 L og o Develop men t
06
Y
Flex & Deeds Flex& Deeds
Again starting to get too cluttered with sunset and Flex and Deeds locked in the circle as well.
Flex& Deeds Febru ary 1 0 L og o Develop men t
07
The two logos and how they connect when together in layout
? Febru ary 1 0 L og o Develop men t
08
SE C ON D NAT U RE SW IMMING B E TH E ADVENTURE
LO G O IDEN TI T Y ST U DI E S / L I F E ST Y L E BR A N D WO R K IN P ROG RE S S , F E BRU A RY 18 , 2 02 1
O1
O2
A1
A2
O3
O4
likes .the hair .tail .body thinness
A3
likes .the patterns
A4
Febr uar y 18 L o go D e v e l o pm e nt
01
O3
A3
REVISIONS .face silhouette – modify to be more masculine, square form .face positioning – more diagonal, looking up more .use the patterns from O4 / A4 .the hair – modify the hair to be reggae, bohemian (on next page)
Febr uar y 18 L o go D e v e l o pm e nt
02
A
B
C
REVISIONS .the hair – modify the hair to be reggae, bohemian .face silhouette – modify to be more masculine, square form .face positioning – more diagonal, looking up more .use the patterns from O4 / A4
Febr uar y 18 L o go D e v e l o pm e nt
03
WIP Printing Material – can we discuss this also?
WIP Vendor – have you used a certain vendor in the past? I’ll need to check out the vendor/printing specs for the design intent
MOCK UPS Febr uar y 18 L o go D e v e l o pm e nt
04
W LOGO OPTIONS
Y OPTION
2. W & Y
N o t e : R o ug h d o l p h i n s i l h ou e tte s s ho wn ju s t f o r i d ea . W i l l fu r th e r d e v e l o p a n d p e r fe c t th e s il h o ue t t e fi g ur i n e.
We love! These would look great on the reverse of tshirts and uniform. We like the layout of the wording incorporating into the logo... Unsure how the designs would look stand alone without the writing though? Febru ary 1 0 L og o Develop men t
05
W
Flex& Deeds
Might look too cluttered with sunset and Flex and Deeds locked in the circle as well. Script type used is just for placeholder purposes.
Flex& Deeds
Sunset shown is just for a placeholder to show the layering how it’s getting too busy.
Flex& Deeds
Flex&
D e e ds
Flex & Deeds owning the space Febru ary 1 0 L og o Develop men t
06
Y
Flex & Deeds Flex& Deeds
Again starting to get too cluttered with sunset and Flex and Deeds locked in the circle as well.
Flex& Deeds Febru ary 1 0 L og o Develop men t
07
SE C O N D NAT U RE SW IMMING B E TH E ADVENTURE
LO G O IDEN TI T Y ST U DI E S / L I F E ST Y L E BR A N D WO R K IN PROG RE S S , F E BRU A RY 2 3 , 2 02 1
LOGO OPTION 1
Febr uar y 23 L o go D e v e l o pm e nt
02
LOGO OPTION 2
Febr uar y 23 L o go D e v e l o pm e nt
0 32
TAGLINE PLACEMENT A logo shown is just for placeholder utilized with the tagline
d A vent e h T u e B
re
re
d A vent e h T u e B
Febr uar y 23 L o go D e v e l o pm e nt
04
COLOR PALETTE A secondary palette based on water, sun and energy. primary palette consistent with all 4 brands.
d A vent e h T u e B
re
re
d A vent e h T u e B
Blue CMYK 86 /69 /53 /52 Hex # 20323F
Yellow CMYK 1/25/100/0 Hex # FCC011
Sky Blue
White CMYK 0/0/0/0 Hex # FFFFFF
Black CMYK 0/0/0/100 Hex # 231F20
Energetic Tangerine
Febr uar y 23 L o go D e v e l o pm e nt
05
TAGLINE PLACEMENT B logo shown is just for placeholder utilized with the tagline
Be the Be the
Adventure
Adventure
Febr uar y 23 L o go D e v e l o pm e nt
06
COLOR PALETTE B secondary palette based on outdoor lifestyle – sky, water grass, trees, landscape. primary palette consistent with all 4 brands.
Be the
Adventure
Be the
Adventure Blue CMYK 86 /69 /53 /52 Hex # 20323F
Yellow CMYK 1/25/100/0 Hex # FCC011
Water Blue
White CMYK 0/0/0/0 Hex # FFFFFF
Black CMYK 0/0/0/100 Hex # 231F20
Grass Gren
Febr uar y 23 L o go D e v e l o pm e nt
07
TAGLINE PLACEMENT C logo shown is just for placeholder utilized with the tagline
Be the Adventure
Be the Adventure
Febr uar y 23 L o go D e v e l o pm e nt
08
COLOR PALETTE C secondary palette based on brand characteristic and personality. primary palette consistent with all 4 brands.
Be the Adventure
Blue CMYK 86 /69 /53 /52 Hex # 20323F
Be the Adventure
Yellow CMYK 1/25/100/0 Hex # FCC011
Comfort Blue
White CMYK 0/0/0/0 Hex # FFFFFF
Black CMYK 0/0/0/100 Hex # 231F20
Passionate Red
Febr uar y 23 L o go D e v e l o pm e nt
09
N o te s From Last W eek A l o ng w it h Inspirat ion and s o m e Sk et ches
Febr uar y 23 L o go D e v e l o pm e nt
10
BRAND ITEMS / KIT
Febr uar y 23 L o go D e v e l o pm e nt
11
SKETCH NOTES
Febr uar y 23 L o go D e v e l o pm e nt
12
LOOK BOOK WITH BRAND STORY WIP
Febr uar y 23 L o go D e v e l o pm e nt
13
BRAND KIT REFERNCE IMAGES
Febr uar y 23 L o go D e v e l o pm e nt
14
BRAND KIT
Febr uar y 23 L o go D e v e l o pm e nt
15
W LOGO OPTIONS
Y OPTION
2. W & Y
N o t e : R o ug h d o l p h i n s i l h ou e tte s s ho wn ju s t f o r i d ea . W i l l fu r th e r d e v e l o p a n d p e r fe c t th e s il h o ue t t e fi g ur i n e.
We love! These would look great on the reverse of tshirts and uniform. We like the layout of the wording incorporating into the logo... Unsure how the designs would look stand alone without the writing though? Febru ary 1 0 L og o Develop men t
05
W
Flex& Deeds
Might look too cluttered with sunset and Flex and Deeds locked in the circle as well. Script type used is just for placeholder purposes.
Flex& Deeds
Sunset shown is just for a placeholder to show the layering how it’s getting too busy.
Flex& Deeds
Flex&
D e e ds
Flex & Deeds owning the space Febru ary 1 0 L og o Develop men t
06
Y
Flex & Deeds Flex& Deeds
Again starting to get too cluttered with sunset and Flex and Deeds locked in the circle as well.
Flex& Deeds Febru ary 1 0 L og o Develop men t
07