Meet our new us! Our core is still the same but we upgraded our suit in so many ways.
You are probably asking why we made that step? The answer might be obvious or not: new times, a growing team and bigger visions. Therefore, it felt like a natural evolution to the current branding.
In the past months and weeks, there have been lots of discussions with the team. They mainly circled around the idea of progression. How can we reinvent ourselves without losing the connection to our old identity? We wanted to keep Five Oceans’ character as a young, active and innovative eco surf brand, whose products are designed to reduce plastic pollution in the ocean and to make it easier for everyone to both access and life a sustainable surf lifestyle.
The time will show whether we managed that stretch. But for now, we’re super stoked about our new outfit.
In this article, we will give you a look inside our brains to unfold the story about why things look like how they do today. We hope that you enjoy reading our small, but exquisite piece of content as much as we did while creating our new branding. Have fun!
“The idea of a logo is to show through form and color something that the name of the company does not say.” – A quote by our designer, Jonas.
With that explanation as a starting point, we got down to work.
Not without the “5”!
Talking about keeping the roots, we decided to stick with the “5” as our primary brand icon. It would have been to risky to leave it out, because it can be recalled by everyone. What the “5” needed, was an update. And there it is.
Without waves, no surfing. And without surfing, we would not exist. As simple as that. Therefore, we paired the “5” with a wave at its lower part. That way, we kept the wave as a strong market related element.
Jonas, our designer, built the wave by increasing the bottom part of the “5” and reducing the top to less than 20% of the whole icon. That trick is known as the Golden Rule amongst designers. Jonas knew what he was doing in order to give the logo the perfect natural proportions.
That flowy element is also key to our brand. It symbolizes the dynamic spirit of our startup, as we continuously take a stand for change and create new opportunities for the better. Whether we love what we are doing? It is a big, fat YES.
Why this color and font?
The soft and low saturated colors are inspired by the ocean and the beach. Their green touch addresses the eco aspect of our brand. Surprised? Probably not. Yeah, that was one of the easier decisions we had to make.
As the logo icon is quite playful, it needed a calmer counterpart.
In this case, it is the font of our name “Five Oceans”. “It is clean, modern and very organic with its round forms.”, to put it in the words of Jonas. That aspect emphasizes another main behavioural habit of ours and what Five Oceans stands for in addition: minimalism and simplicity.
Because of its cleanliness, the font also leaves enough room for creative experiments and funky ideas. So stay tuned.
That’s a wrap. Thanks for taking the time to read through our article. Now, you tell us what you think!? We would love to hear about your feedback. Please leave it in the comments below.
Your Five Oceans Team