In an exotic, remote corner of south-east Asia a laboratory equipped dive resort required branding aimed at a western audience.
Now that’s a brief that includes some eclectic ideas for sure! The logo delivered draws on the shape made by the row of chalets on site, the tide they view and a hint of helix as a nod towards the scientific aspect of the business.
The font used is a lovely clear geometric sans called Avenir. It’s not purely geometric like Futura upon which it is based, so it it’s more easy on the eye; that O is not a perfect circle for example. The colours evoke the tide of crystal blue water seen on location but the logo works in monochrome too, an important consideration!