Shape
Yacht
Joinery
THE BRIEF
Shape Yacht Joinery is a small independent joiners who specialise in yacht and maritime builds.
Marrying sophistication and luxury with reliability and elegance, head honcho Robs’s organic, fluid designs are jaw (and anchor) dropping. He needed a professional logo that would draw customers looking for sleek and beautiful craftsmanship.
THE SOLUTION
With years of experience in the workshop and on shipyards, wood is putty in Robs hands and the business name Shape comes from their ability to sculpt and even bend wood into unthinkable, delightful forms and curves. Toying with nautical imagery including sea vessels, sails, anchors and water forms, I ultimately came back to this initial idea of what the company stands for and what they are great at - incredible craftmanship.
When I think of yachts, one of the main striking visual elements is the wood panel decking. Multiple thin and long parallel lines stretching from stern to bow, they are a solid foundation and offer protection to the decks below. These are key factors to reinforce when considering the brand - strength, protection, precision and beauty.
Rob wanted a logo to focus on the initial “S” for Shape and to include references to the business’ field. These strong, accurately sculpted supports seem to flow, almost like water, with their many straight and curved pathways.
I wanted the design to imbue an artistic slant, showing the curvaceous, artistic talent at work. As well as touch on ideas of flowing water patterns, be it in the wake of the ship or across the deck itself.
With Shape's modern, innovative approach to an age old service, I made sure to incorporate this into the typefaces. I chose an elegant yet contemporary non-serif for the main "SHAPE" font, reinforcing the modernity and stylish capabilities of the company, with subtle slants present at the edges of letters (see the "S" and "E"). The "A" in the middle of SHAPE bears a clear similarity to the common map reading tool, the calliper, and being at the centre of the word mark makes for a striking link to the business' field.
While Shape may be a modern and youthful company making waves, they also appeal to a more traditional, mature audience. This is where the sub-heading, serif font comes into play. The elegant typeface below the SHAPE name reaffirms ideas of sophistication and professionalism; values that the company conveys in their work and outlook.
The logo design is simple in form yet conveys complicated and precise technical ability. Two opposing sections of curved planks converging into the centre, like a whirlpool, to form an “S”. I surrounded the logo in a circle so keep it together neatly, and it can be used effectively across all sorts of mediums, be they digital or material.
Logo Design