Blue Whales Blue Skies

Details

The Blue Whales Blue Skies (BWBS) team was making waves on the coast of California with their bold new mission and certification program. As the organization was gaining momentum, they saw the need for a brand that better reflected the strength and credibility with which they were tackling the issue of whales strikes in the Pacific Ocean. Through a collaborative rebranding process, a look and feel was developed that would resonate both with more conservative shipping companies and the younger, politically engaged public, all while authentically telling the BWBS story.

At the heart of the brand is a unifying wake motif, inspired by the shared signature of ships and whale tails, that becomes a symbol of movement, connection, and the impact of our choices on the ocean and atmosphere. The BWBS logo structure references a boat that has quietly passed through the water, leaving only a gentle wake behind. The iconic blue whale tail emerges from the fluid lines, bringing together the two principal components of the BWBS mission. Wake shapes and lines embellish brand collateral as part of the wider brand system, paying homage to the geometry of the logo.

The universal appeal of the brand comes from the succinct typography and colour palette. A clean and credible type system balances gentle pops of personality with scientific neutrality, and a more conventional blue colour palette is given an unconventional tone-on-tone twist with shades that reference blue whales, blue skies and the blue of the Pacific.