BLUE TIDE
Rebranding a maritime services leader to a bolder, modern identity.
ROLE
Design
LOCATION
EMEA (Remote)
TIMELINE
Aug-Sept 2024
STATUS
Live
Bluetide is a maritime services company focused on diving and marine operations. I was brought in to lead a brand refresh that would reposition the company as a visible leader in its space.
The identity needed to reflect the scale and professionalism of the company, stand out in a highly visual industry.
The new logo refreshes by picking up a wave shape from the legacy ‘B’ icon and carries it into the new Bluetide word mark merging into the type itself.
The logo maintains the two-tone color treatment from the old identity but applies it in a more intentional way.
The color palette was refreshed to lean into stronger contrast and vibrancy. Blue remains the base, while introducing orange for motion.
The supporting visual language uses repeated bluetide icon to reference water flow and motion.
TAKEAWAYS
This project showed me the value of keeping design elements minimal and using intentional typography to do the heavy lifting.
