Saltwater Software
Brand Identity • Marketing Materials
The Challenge
Make a visual identity for The Ocean Group’s new business venture.
The startup business, Saltwater Software, needed to resemble the parent company’s existing brand while having its own unique and readily identifiable presence. The logo mark needed to be able to stand alone without a company name and be legible at small scale for digital applications.
The Audience
Destination Marketers for Districts, Associations, and Destinations including fashion districts, flagship shopping malls, 5-star resorts, regional monuments, and tourist destinations across the United States.
The Parent Company
The Solution
The creation of an iconic logo that conveys a modern, established brand to customers.
Research & Strategy
+ Competitors
+ Brand Attributes
Creative
+ Logo Design
+ Color System
+ Style Guide
+ Promotional Materials
Competitiors
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Saltwater Software operates in a crowded market with a number of established competitors offering similar products and services. In a highly competitive industry, having a logo that is easily recognizable and stands out is essential for successful brand awareness. To distinguish Saltwater Software from its competitors, creating an iconic, memorable, and distinctive logo was vital.
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Brand Attributes
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Brand Attributes are the core values that define the company’s overall nature and represent its brand’s essence. They are a set of characteristics and fundamentals that identify a brand’s physical, character, and personality characteristics in the market.
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During the Discovery Phase of this project, six core values were identified. These attributes summarize all areas of Saltwater Software’s services, organization, product, experience, and business practices. These six Brand Attributes guided our design of all creative, customer service, sales, and customer experience touchpoints.
Colors
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Teal: Communication & Clarity
Teal represents water, trustworthiness, and reliability for consumers. In addition, it promotes a message of clear advancement and commitment.
This color represents open communication. It relates to the electronic age and system technology on a macro scale. Teal enhances focus and concentration, assisting with clear thinking, decision-making, and organizational skills.
Color Codes:
Pantone 3125
RGB: 0, 174, 199
HEX/HTML: 00AEC7
CMYK: 89, 0, 19, 0 -
Orange: Stimulating & Cheerful
Orange radiates warmth and happiness, combining red’s visually stimulating effects with yellow's cheerfulness. It’s the color of adventure, inspiring creativity and enthusiasm. It’s optimistic and collaborative.
In business, orange conveys a fun visual presence representing the risk-taker, the extrovert, and the adventurous.
Color Codes:
Pantone 137 C
RGB: 255, 164, 0
HEX/HTML: FFA400
CMYK: 0, 36, 100, 0
Logo & Marketing Materials
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Full Logo
Saltwater Software's logo embodies the duality of the company's front-end and back-end services. To complement this design, the ITC Legacy Sans font, created by Ronald Arnholm and published by ITC, was carefully chosen and customized. The font's elegantly tapered R's and humanistic characteristics make it the most appropriate choice to represent the company's distinct approach to software development. Together, the logo and font create a cohesive and sophisticated brand image for Saltwater Software.
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The Icon
Logos are often the most recognizable and iconic aspects of brands. Such is the case with this simple yet effective design. The letter S is the composition's focal point, creating a symmetrically balanced shape that draws the eye. The design features a single water line symbolizing the company's connection to fluidity and dual services. This combination of elements creates a custom iconic mark that can stand alone as a visual representation of the company. Simple and balanced, it leaves a lasting impression on anyone who sees it.
