OVERVIEW
Tom Leaird's Underwater Service is a small business that offers scuba diving lessons, equipment, and excursions located in Muncie, IN. This identity redesign was created with three key words in mind: exploration, risk, and safety. These keywords encapsulate the experience of scuba diving as a whole.
The color scheme is a range of blues that progressively get deeper, symbolizing the journey to deeper waters while diving. The red accent in the color scheme symbolizes risk and pays homage to the universally used scuba diving flag. The complete redesign resulted in 7 final logo variations, potential sublogos, an animated logo, and complete identity manual.
The color scheme is a range of blues that progressively get deeper, symbolizing the journey to deeper waters while diving. The red accent in the color scheme symbolizes risk and pays homage to the universally used scuba diving flag. The complete redesign resulted in 7 final logo variations, potential sublogos, an animated logo, and complete identity manual.
PRIMARY LOCKUP
SECONDARY LOCKUPS
LOGO BREAKDOWN
"OK" HAND SYMBOL–SAFETY
This hand symbol is used by scuba divers to communicate to other divers that their oxygen levels are good and they are not in danger.
GOGGLES–EXPLORATION
A scuba diver's goggles give them the ability to see new environments and discover the experience of being underwater
WAVE–RISK
Nature can be unpredictable and chaotic. Scuba diver's accept this risk, harnessing the chaotic nature of water and turning it into excitement.
SUBLOGOS
Due to the variety of services offered at Tom Leaird's Underwater service, the business would benefit from implementing a set of sublogos across all branding. The addition of sublogos across platforms including social media, website elements, and print and packaging deliverables allows for specific niches of the brand to be highlighted such as diving equipment, scuba lessons, and excursions. Sublogos also provide the brand with room for growth and opportunities to continue to branch out in all areas that encompass scuba without straying away from their established branding.
STYLE GUIDE
