Aquatic Exhibits International Branding
Winner 2011 Brand New Awards, Professional Identity Category.
Winner 2011 Brand New Awards, Professional Identity Category.
AEI is a high-end custom aquarium design firm specializing in large-scale installations, with clients that include hotels, corporate offices, and private residences. The company is bi-coastal, with headquarters in Long Island, New York.
The client’s only request was that the logo include an image of a fish. They felt that making this association with the brand was necessary as a way of explaining the services they provide. Many marine companies feature logos with fish, so for me, the challenge was to create a mark that was stylistically unique to the industry, thus differentiating them from their competitors.
While researching coral reefs and schools of fish, I was most struck by the coexistence of the various species within a confined space, much like the installations the client produces. It became clear that the logo should feature the presence of multiple fish. I created two symmetrical fish in the positive space, leaving the negative space to shape the third fish.
The client’s only request was that the logo include an image of a fish. They felt that making this association with the brand was necessary as a way of explaining the services they provide. Many marine companies feature logos with fish, so for me, the challenge was to create a mark that was stylistically unique to the industry, thus differentiating them from their competitors.
While researching coral reefs and schools of fish, I was most struck by the coexistence of the various species within a confined space, much like the installations the client produces. It became clear that the logo should feature the presence of multiple fish. I created two symmetrical fish in the positive space, leaving the negative space to shape the third fish.
