CASE STUDY - PROPELLER SWIM SCHOOL
We were approached to design a logo and develop the website for an Propeller Swim School in Wigram, Christchurch.
Wigram has deep historical ties to aerospace and many local businesses link to this in someway — hence the name.
They asked us to design a unique, fun identity that references Wigram in some way and also connects with water and swimming.
Jon Tarr - Design Commentary
Something that connects aeroplanes with swimming was a daunting brief initially! But during my initial brainstorming sketches I came up with an idea to incorporate a propeller shape incorporating two fish.
This simple graphic therefore references moving / propelling through water, identifying with the name Propeller Swim School and giving a nod to the Wigram location and it's aerospace identity.
I also came up with the tagline: Turning Beginners Into Swimmers. Which we felt was a great fit.
I went through lots of variations on the concept. Even trying out an alternative tagline; 'Learn what you oughter and swim in the water.'
I decided I preferred the original one. There was also the type design, the angle of the fish, the position of the bubbles to work out perfectly.
I went with the tall semi-bold lettering shapes as I felt that they helped to give an impression of the propeller movement.
From the logo design I created a unique identity so use on all their materials;
Letterheads, promo flyers, posters, business cards and a responsive website were all part of the project.
"Hi Jon, we have been ‘mulling over’ the design of the logo and have come to the conclusion ...that WE LOVE IT!! I believe the logo design looks just about perfect.
The by-line ‘turning beginners into swimmers’ is a winner! We all think it is a great and catchy phrase so pat on the back to you!"
Jaime Rapley - Aquacare / Propeller Swim School