New Brand Logo
Elevating Tradition Into the Twenty-First Century
As Senior Designer and Art Director, I was tasked with evolving the Blue Sea Systems brand, respected for its reliability, into a visual identity that would not only preserve brand recognition but also feel current, intentional, and cohesive across modern platforms.
Old Logo
Old Brand Book
The Challenge
The existing brand, while functional, felt dated and inconsistent across its applications. Logo use varied, type hierarchy was unclear, and the colour palette lacked depth and versatility. The goal was to modernise without disrupting brand familiarity - ensuring current customers still felt at home while attracting new audiences.
The existing brand, while functional, felt dated and inconsistent across its applications. Logo use varied, type hierarchy was unclear, and the colour palette lacked depth and versatility. The goal was to modernise without disrupting brand familiarity - ensuring current customers still felt at home while attracting new audiences.
The Solution
I introduced a comprehensive brand refresh, grounded in clarity, consistency, and digital readiness:
I introduced a comprehensive brand refresh, grounded in clarity, consistency, and digital readiness:
Logo: Maintained the legacy logomark shape while introducing modernised lockups, clearer spacing standards, and scalable variations to suit different formats, from product tags to digital.
Typography: Replaced outdated typefaces with the clean, Google-based Asap family, creating visual harmony and improved readability across print and screen.
Colour System: Enhanced the palette by defining primary, secondary, and accent colours with modern Pantone values and digital HEX equivalents, alongside usage ratios and custom gradients for layered expression.
Tagline Integration: Crafted a flexible system for the new tagline “Relentlessly Reliable™”, allowing it to act as a bold headline or subtle signature, all while maintaining alignment, legibility, and trademark integrity.
The Outcome
The updated brand guidelines elevated Blue Sea Systems into a cohesive, premium identity system—grounded in its heritage but visually prepared for the future. It preserved trust and continuity with the existing audience while empowering internal and external teams to execute confidently across print, digital, and product-based channels.
The updated brand guidelines elevated Blue Sea Systems into a cohesive, premium identity system—grounded in its heritage but visually prepared for the future. It preserved trust and continuity with the existing audience while empowering internal and external teams to execute confidently across print, digital, and product-based channels.
New Brand Guidelines
