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TIME FOR A LOGO MAKEOVER?
From Cosmetic Surgery, to Toning and Tightening, Arketype Alters Biz Logos for the Better
A Trimmer and Slimmer Appearance
Carver Yachts is a world-renowned builder of luxury cruising yachts and a refined lifestyle brand that represents elegance and affluence. Through the years, as the company’s yachts became more streamlined reflecting a higher quality through the use of design, its heavy, block logo no longer complemented its sleek, upscale products. The company needed an update that would appropriately reflect both the brand and the product’s sophistication level, according to Rivett.
“Carver’s logo is a highly visible, integrated feature in its yachts,” says Rivett. “The symbol is etched in glass and takes form in stainless steel for onboard detailing. Therefore, we felt there needed to be continuity in the new logo’s ultimate appearance, so it could retain some brand equity. However, it also needed to better reflect the sophistication, engineering, and sensuality of the company’s yachts.”
Arketype designers put the plump Carver logo on a fast-track, weight-loss program. Taking the logo from its chunky, clunky, ‘80s look, the agency simply evolved it into a more stylized, more harmonic, and more contemporary image that’s still very recognizable as Carver Yachts.
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