Seascape Energy Asia (SEA) commissioned multiple designers to spend two days working on an initial responses to the brief. Each designers would then pitch their ideas to the CEO and the company would move forward with their favourite designer.
My approach to this process was to design three distinct approaches to the logo and
thoroughly explain the logic behind each.
My initial response to the brief.
The first approach was to create an abstract logo that captured the flowing shapes of the sea and ships' sails.
The second approach was to design an S Initial. This too referenced flowing shapes though to a lesser degree.
Finally, the third approach was to condense the company name and create a logo with the acronym SEA.
I was chosen as the designer and we moved to the next stage of the process.
At this point SEA provided feedback on my intial responses and it became clear that they were keen on combining the SEA acronym with the abstract sail shapes.
Above are a few examples of the refinement process. During this time I explored different fonts and colours as well as different ways of using the acronym and abstract shapes.
During this refinement process SEA also had me provide alternative approaches to the logo.
One such design that I'm particularly happy with is the above logo. Here I explored representing 'seascape' and 'energy' in one image. The logo is at once a sun over the sea and a lightbulb.
Although we didn't ultimately go with this logo it's an effective design.
The above logo was the favourite to come from this refinement process.
The abstract shape:
As with all of the shapes explored for this aspect of the logo, this design came from my own drawings exploring the sweeping shapes of sail boats and the sea. Here, those shapes are found in the logo itself; the bottom section an angular hull and the top a sharp, sturdy, sail.
This motif continues in the negative space below and to the right. below is the suggestion of a wave and to the right a sail arcs into view.
The end result is a shape that feels abstract and interesting without becoming overly frilly or pretentious. It retains a sturdy, utilitarian, quality.
The Font:
I chose a bold sans serif font to match the strength and confidence of the abstract shape, and removed the cross section of the A to reference the nautical flourishes in the logo.
After the decision was made to move ahead with this version we explored variations on the abstract shape.
In these tests I experimented with moving the shape towards a water splash and then into a lightning bolt.
During this process we also explored colour variation and placement.
Although interesting, these new abstract shapes moved too far from the original concept and were the weaker for it.
Ultimately we went with the original design.
The final logo.
