The Logo
Using both research data and client preferences to help shape the logo design, Ectovox set out to create an identity that wasn’t the cookie-cutter logo of other companies in the aquatics industry. Because the company wanted to break away from the confusing acronyms used by many of its competitors (all using variations of “aquatic” and/or “design”), the logo concept focused more heavily on the two words of “Martin Aquatic,” which was determined would be the shortened form of the name. As well, the client wanted to avoid any graphical elements that were overused in aquatics (and used in the past by the company itself) such as water drops and waves. Ectovox brought in a unique icon to represent nuanced attributes of the company that surfaced from the research: how the company doesn’t just design “square pools,” how the company is multifaceted and versatile, and as well, a subtle nod to the new “M” of Martin Aquatic. The result: a sleek, modern typeface that boldly showcases the preferred moniker coupled with an iconic graphic that is unique in its industry with the power to stand alone as a strong emblem.
Primary - Horizontal
Alternate - Stacked
Primary - White Text
Alternate - White Text
Spacing and Alignment
Collateral
With the unique icon in Martin Aquatic’s logo, much of the company’s collateral was designed to reinforce that graphic. From business cards and letterhead to signage and apparel, Ectovox designed simple and straightforward materials using the hexagon element. For brochure collateral and advertising that involved depicting Martin Aquatic’s spectacular aquatic projects, the icon took a backseat to the imagery, with subtle diagonal lines and small hexagonal bullets.
Rollout
When it came time to announcing the new name to Martin Aquatic’s clients and other partners in the industry, Ectovox assembled a specialty gift box of luxury branded products including whiskey rocks glasses and ice stones, stone coasters, and a hand-designed cookie. Each box arrived at clients’ offices nearly simultaneously as the email newsletter sent from the president. This digital announcement contained a link to a 2-minute-long video about the company’s legacy that was produced by Ectovox.
