Orca – Marine Navigation System
While the development of land-based navigation systems and driver assistance systems is progressing rapidly, navigation technology at sea is lagging considerably behind: chart plotters permanently installed on ships are inflexible, slow, expensive and become outdated quickly. This is a gap that the company Orca Technologies is trying to close. The Norwegian company, based in Oslo, develops and sells a navigation system for small boats, the Marine CoPilot. Compared to conventional systems, this one scores points for speed, handiness and ease of use. The system is more intuitive and acts data-based - and learns over time. The system reacts smartly and proactively supports the skipper with warnings and route suggestions - almost like a human co-pilot.
The newly created brand identity pays tribute to this idea of technical progress of the company and the product. The result is a strong and simple word mark that makes the brand's technical pioneering claim visually tangible. The combination of hard edges and round shapes characterize both precision and the smooth user experience of the products. The open first letter, which is also used as a standalone, shows the relentless ambition to iteratively improve and optimize the products and user experience. Orca takes you to your destination, but is always on the journey itself.
The visual system or brand pattern is inspired by magnetic needles that align in space. But instead of just one needle, it's a composite, visualizing the multi-dimensional nature of the system, which always keeps an eye on the ship's surroundings and route, and utilizes and incorporates data in real time. With Processing, an application was developed that makes it possible to create different patterns based on image material. Various parameters can be changed in the application, so that unique and individual visualizations may be created easily.
