The main objective for the SmartBay branding was to develop cohesive and sustainable branding across all assets. SmartBay had an existing logo, which required a refresh update, however it was imperative to remain identifiable as the same brand. We created a new Logo that was reminiscent in shape, but had a different feel. We introduced a new colour palette inspired by ocean colours, and brought interesting shapes and negative space within the logo to reflect science, movement and water life. The brand guidelines we developed provide direction for the development of future branded collateral and the future redesign of the SmartBay website. It was important to consider SmartBay’s main audiences of scientists, researchers and students, and its markets when creating the brand identity as well as the existing vision, taglines and communications platforms in use.

Working with the Marine Institute and SmartBay team members, we created a full suite of Brand Assets and developed a comprehensive Brand Style Guide to ensure consistency. We created a visual identity toolkit with designs for social media posts, printed posters and documents, signage artwork, internal templates and graphic devices for future brand development. The graphic identifier is an abstract version of the geographical shape of Galway Bay, where SmartBay is located. It gives and extra sense of movement and interest and has a scientific feel and also portrays ocean waves.