A totally new look for an established maritime trader.
I’ve been doing work for Saxton Marine (through New Realm Creative) for a few years. I’d felt from the beginning that their logo was too busy and colourful, so I was delighted when they decided that they wanted to update their look.
The aim was to make the brand look simpler, cleaner and more corporate, whilst retaining some of the elements that were present in the original.
One of the key decisions I made was to lose the orange from the logo and introduce a navy and turquoise combination, resulting in a more conservative, corporate palette, whilst still looking clean and modern.
I also changed the font for the word ‘Saxton’ from a blocky sans-serif to a serif font with pronounced thick/thin strokes. To link the logo to the old version, I kept the diamond, but the old wave inside it has morphed into a watery ‘S’ which can also be used as a standalone icon.
Finally (and in contrast to their previous blue and orange style) the new look makes use of a lot of white space, which adds clarity and contrast. The brand was established and developed through a range of adverts and product guides which have been used consistently and regularly.
If you’d like to see how Phase 3 Design can help you communicate your message, get in touch now.