The Deep
Logo, Brand Identity
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. I rebranded it as a university project.
CHALLENGE.
The Deep’s conservation work deserves to sit at the front of the brand. The task was to give the whole attraction a flexible identity that could separate its different exhibits and bring energy to a younger audience, while keeping the seriousness of the mission.
APPROACH.
I took inspiration from the Humber coastline and the building’s striking architecture, and built the identity around a flexible system of geometric icons. The logomark is made from water, a fish tail, a target and the sun, telling a story of marine life and a brighter future.
OUTCOME.
The tagline “Targeting Today, Sustaining Tomorrow” brings the conservation mission to the front of the brand. Deep blues sit alongside brighter, more inviting tones to mark out different areas of the attraction, and the typography stays modern and legible at any scale.
