Corporate IdentitiesTofino Sea Kayaking

Tofino Sea Kayaking came to us when their brand was in crisis. It had been oh… over two decades since the first logo was ever created, so they knew it was time to make a change. Fearful of losing the recognition of their existing brand, they challenged us to give them something modern with a throwback to their roots.

The Challenge:
As always, our first step in this process starts with the foundation of a visual identity – the logo.

Our challenge was to modernize a dated design without losing the feel of their history. Having been around for over 22 years it was important to them that they retain certain aspects of their original mark, specifically the triangle and the kayaker. Furthermore they felt the design was too busy with lines and imagery and that the company name was disjointed.

The Solution
As you can see from the designs to the left, the journey took us through some explorations in color and design elements. We kept the triangle, but made it less of a focal point by enclosing an updated kayaker in a much more appealing shape – the circle. While considering the negative effect of an upside down triangle, we offset that with a banner shown in an upward motion.

The end result left them with a logo that gives a nod to founding image and a look that catapulted them in to the new millennium!

What They Got:

• A Complete Brand Overhaul
• A Designer QR Code
• A Custom Website Built with WordPress
• Profesional Copy Writing
• Rack Cards
• Advertisement Designs
• Social Media Branding
• A Facebook & Twitter Campaign
• T-Shirt Graphics