Secondary Swimming Club-UK / Logo Branding & Identity

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