THE DEEP


> Brand Identity
> Bespoke Logo
> Visual Identity
> Colour Palette
> Typography
> Iconography
> Marketing
> Messaging
> Print Design



The Deep is a popular aquarium and landmark in Hull. For a university project, I chose to rebrand the organisation after feeling its existing identity didn't do justice to what it represents as one of the UK's most iconic waterfront buildings and a genuine force for marine conservation.

Taking inspiration from the Humber coastline and the building's striking architecture, I built the identity around a set of geometric icons that could form a flexible system across both print and digital.

The tagline "Targeting Today, Sustaining Tomorrow" was introduced to bring The Deep's conservation mission to the front of the brand, giving the organisation a voice that felt as purposeful as the work they do. The logo mark itself is built from icons representing water, a fish tail, a target and the sun, each element chosen to tell that same story of marine life and a brighter future.

A palette of deep blues alongside brighter, more inviting tones helps distinguish different areas of the attraction and brings energy to a younger audience, while the typography was chosen to feel modern and stay legible at any scale.

The result is a brand system that feels as landmark as the building itself, more memorable, more focused, and more connected to the people who visit it.

A stylized logo with a blue tulip, three blue wavy lines, and an orange and yellow semicircular design on a dark blue background.
A sketchbook page with hand-drawn geometric patterns divided into sections, accompanied by handwritten labels. The top right has a list with the words 'Medical Class,' 'Sea Elements,' 'Sun/Happy,' and 'Paneling from Building.' The main grid contains 12 individual patterns labeled with words such as 'Deep,' 'Water,' 'Fish,' 'Fins,' 'Sun,' 'Tail,' 'Seaweed,' 'Seagrass,' 'Flatfish,' 'Humber Bridge,' 'Stones,' and 'Bubble.' The patterns are mostly shaded with pencil and consist of squares, circles, lines, and wave-like designs.
Collage of various images including a swimming pool, ocean waves, tropical fish, a dolphin fin, a modern building, a yellow flower, a bridge, plants, and a whale tail at sunset.
Collection of sketches and logo concepts for 'The Deep,' including wave, sun, shell, and fish motifs, along with different stylizations of the text 'The Deep'.
Logo for The Deep, featuring an abstract design of water, a wave, and a circular shape with a blue background, with the tagline 'Targeting Today, Sustaining Tomorrow.'
Collection of six educational marine life posters featuring different sea creatures with their names, photos, and interesting facts, including the White-Spotted Puffer, Grey Reef Shark, Copperband Butterfly Fish, Regal Tang, Smooth Cauliflower Coral, and Moon Jellyfish.
Pattern of stylized birds and rainbows on a dark blue background.
Colorful quote card with the text 'Targeting Today, sustaining Tomorrow.' and a small logo with a wave and sun icon with the words 'The Deep' underneath.
A colorful, geometric pattern composed of various shapes and colors, including circles, squares, and wavy lines in green, blue, yellow, orange, red, purple, and black.
A collage of nine social media posts related to ocean conservation and education. Contains images of ocean wildlife, children learning, and informational graphics about ocean pollution and marine life.
A shark swimming underwater with a logo and website overlay. The logo features a circle with a semi-circle and wavy lines, and the website is www.thedeep.co.uk.
A coloring activity sheet about sharks with the title 'Did you know...' and a drawing of a shark, along with colored pencils on a blue background.
Environmental awareness billboard about endangered sawfish species and plastic waste impact, featuring images of a sawfish underwater, logos, and the website www.thedeep.co.uk.
A person carrying a blue backpack with a pattern of rainbows and water splashes.
Flyer promoting a sleepover at The Deep with children smiling, with text about discovering the deep after dark and enjoying activities with family and friends, featuring a QR code.
Sign advertising exploring the depths of the ocean, with a logo and slogan related to ocean conservation or research.
A person's hand holding a blue paper cup with a geometric pattern and the text 'The Deep' on a dark surface.

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