Elmár is a sailing adventure company.
The company organizes unique themed sailing adventures in some of the most picturesque locations around the world. In addition, Elmár assists with yacht booking and operates as a sailing school.
The branding is intended to appeal to their international audience of young professionals. Busy with daily jobs, they are craving an experience of something new and exciting.
The client expected their branding to be unique and to stand out among competitors, who often use cliches such as sails or anchors in their logos.
Reminiscent of brave explorers of the past, a flying fish became a perfect symbol of freedom and adventure.
Elmár logo is an elegant combination of a flying fish mark and the brand name.
The typeface is smooth and friendly, like waves rolling on a bay. An accent above the letter “a” was added to encourage correct pronunciation.
The logo has a vintage and timeless feel, yet is undoubtedly contemporary.
I have picked the typefaces remindful of nautical signs and old maritime maps.
At the same time, the typography is easy to work with, modern and clean. Noto Serif, used for headers, has a lot of character, while Ubuntu selected for the body is designed for ideal readability.
The colour palette is inspired by the marine theme.
The sapphire blue invokes the depth of the sea. The bright blue of a turquoise lagoon. The green-grey of battered ropes. The light beige of well-travelled sailcloth, and the bright orange of a rescue jacket.