THE DEEP
Brand Identity Concept
The Deep is a popular aquarium and landmark in Hull, one of the UK's most iconic waterfront buildings and a genuine force for marine conservation. For a university project, I rebranded the organisation, taking inspiration from the Humber coastline and the building's striking architecture to build the identity around a flexible system of geometric icons.
The tagline "Targeting Today, Sustaining Tomorrow" brings the conservation mission to the front of the brand. The logomark itself is built from icons representing water, a fish tail, a target and the sun, each chosen to tell that same story of marine life and a brighter future. A palette of deep blues alongside brighter, more inviting tones distinguishes different areas of the attraction and brings energy to a younger audience, with typography chosen to stay modern and legible at any scale.
