Cruiseline.com helps users find their dream cruise vacations while the Shipmate app allows users to meet fellow cruisers before their cruise.
Find a way to tie two brands closer together without getting rid of one. Basically both Cruiseline.com and Shipmate were staying and there was no coming up with a new name, some sort of mashup or just putting them side by side with some sort of divider.
Design Lead (Yours truly) and Freelance Logo Designer
As Design Lead and sole designer, I owned and the led the entire process including:
First I decided to take parts of both existing logos and merge them together. I took the Shipmate ship icon and used that as the logo mark for both brands while introducing new typography and using the Cruiseline.com color scheme for both.
First attempt at merging the two brands
While in theory this worked the team felt we needed to come up with a totally fresh new brand. So I decided to bring in a Logo Designer to get fresh eyes on the project.
After I provided him with some creative direction, he produced some interesting concepts. The team was really excited about the possibilities of a new ship logo mark but we all felt the typography and updated color scheme didn’t fit with our company and culture. We needed the brand to feel modern, clean and give a feeling of trust.
Designs from from Freelance Logo Designer
After thanking the Freelance Logo Designer for his work I took the feedback I got from the team and I selected my favorite logo mark and paired it with new typography. I chose the Montserrat font because it gave me that clean and modern feel I was looking for. To convey trust, I stayed with our original blues and played with the brightness and saturation.
Here you can see that new logos and a combined version which is used as a header on specific email communications.
Approved Branding
