Masaru Identity System

Masaru is a rain-gear company that produces umbrellas, jackets, and rain boots. The name originated from Dr. Masaru Emoto's water experiment where he stated different words could change the structure of water particles. The logo was created to be simplistic yet modern. The loose form of the 'M' is representative of a ripple across the water. The gradient below resembles when you see a fish passing under the water and are able to see the colors but not necessarily the figure. I wanted the logo to be able to be broken down and used in multiple ways or just with the Pantone colors from the logo.