From the watery depths arises a new Sealord logo
There’s something about logos that seems to spike people’s interest. The new Z Energy logo is testament to that and now it’s the turn of Sealord to show off its new corporate identity, unveiling it at the annual Maori Fisheries Conference in Nelson on Monday.
Like the Z Energy logo, Sealord also utilised its staff base and focus groups to hone in on the finalised version. Sealord communications manager Alison Sykora says there was “lots of consultation” carried out around focus groups, which were comprised of staff and stakeholders. Maori artist Derek Lardelli developed ideas from the feedback and responded with some visual briefs, which were then opened up to further feedback, including that from Sealord chief executive Graham Stuart. The whole process took over a year, and Sealord says the end result is much more than just a new logo.
“Sealord’s people have spent time developing our story—we have a proud history and we’ve been able to capture this and have a common understanding of yesterday, today and tomorrow,” says Stuart.
“Sealord’s new corporate identity reflects our values and our responsibility to the ocean that is so integral to our success.”
The new logo...
...versus the old
Although Sealord is a 50/50 venture between Aotearoa Fisheries Ltd and Japanese fishing company Nissui, the new logo is 100 percent Kiwi in its look, something Sealord communications manager Alison Sykora says is intentional.
“The intent is to reflect New Zealand as we are predominantly a New Zealand company.”
Sealord says the logo represents the company’s affinity with the Tangata Whenua and with the seas that surround them. Elements include:
- Moana: Sea, ocean blue
- Paua: Resilient and hardy
- Toropapa: Sprit of adventure
- Koru: Growth and prosperity
- Whatu o Tangaroa: Eye of Sealord
- Kotaratara: Structured and organised
With $500 million worth of seafood delivered to over 30 countries per year, the new corporate identity will be gradually rolled out across Sealord’s range of packaging, stationery, signage and vessels, with a new website going live in June.
Hamish Meikle
May 25, 2011
In recent years there has been a greater emphasis placed on internal concerns and values influencing the design of identities rather than the views of our clients and customers.
We used to be more concerned with demonstrating to the wider public a marque which would suggest what our offer was i.e. what we do. Clearly the 'old' Sealord's marque had some reference to the nautical, the new does not. The wave references are there but the can also be confused with Koru – remove the Sealord's logotype and ask, does what is left clearly communicate their offer?
Sometimes internal collaboration can lead to a marque which is designed to appease many internal opinions and values, rather than communicate a single minded proposition, and in doing so fails to communicate with our wider audience.
Richie
May 25, 2011
Erm, take away the logotype and I see a fish, I see the ocean, I see New Zealandness. Seems bang-on to me – what more do you want?!
Hamish Meikle
May 25, 2011
Of course you see those things, if you had first seen this marque with bone carver as the logotype you would have seen equally favourable and maybe different interpretations. I am not questioning the obvious references behind the imagery. The question remains would this (internationally), explain Sealord and not just another symbol of New Zealandness as you suggest? That used to be a question designers asked themselves.
So.Me.
May 25, 2011
It's like a horrible ashtray you would buy in a lovely tourism shop run by Asians on Queen St.
Actually I'd expect to see this on the side of a NZ courier van also. Sweet bro.
kate cullum
May 27, 2011
I love this.
T.time
May 27, 2011
I don;t mind it too much. The big thing here is that the staff have clearly bought into the process and that is all-important. But I hasten to add that without a thought out process behind a brand its just some drawing that was thought up in the tea room. Enjoy printing those blues in China team.
Rob
May 27, 2011
Great logo, Great execution. Good style. Says more about the brand/company that the Z one does.
Murray Chancer
May 27, 2011
This new logo challenges us and invites us to examine what it means to be a New Zealanders. From the arrival of the early settlers, to refridgerated exports, the Springbok rugby tour and more recently the devastating earthquakes. This logo is a talking point. It is like the first chapter in a novel you know will be good, even if there are struggles along the way. It would be a mistake to draw too many conclusions. But if you have even the remotest interest in logo design, communication and what it means to be a New Zealanders, you really have to suspend bias and deal with what is here in front of you.
Hugh Mungus
May 27, 2011
OK, now shrink it down and print it in single colour on crap NZ newspaper and see how it looks. Way too complicated. It's got "designed by a committee" written all over it.
Bill
May 27, 2011
I love the new Sealord logo as much as a I despise Z.
Murray Chancer
May 28, 2011
Re: the comments from Hugh Mungus. Hugh, some of my best work has involved ongoing and valuable feedback from client groups. Call them committees if you will. But its our job to satisfy them. They are the client. And if they are smart enough to brainstorm as a group, we have a duty to respond to their needs. This logo looks great on my screen. Who cares what it looks like on newsprint? Get with the times Hugh.
Peter Peterson
May 30, 2011
The new logo is too complicated, ugly and tries to please too many… it doesn't work and the brand will suffer because of it. Terrible…
Like it is
May 31, 2011
@Murray Chancer: You, Sir, are an idiot.
Seriously.
"This new logo challenges us and invites us to examine what it means to be a New Zealanders." No. No it doesn't. At all. What it does is embarrasses me.
"From the arrival of the early settlers, to refridgerated exports, the Springbok rugby tour and more recently the devastating earthquakes. This logo is a talking point." Well i kind of agree with that. Take out refridgerated exports and i would agree. Yes it is another item in a long list of disasters and being a talking point is not always a good thing (also your mentioning of the earthquakes in relation to this abortion of a logo disgusts me).
"But if you have even the remotest interest in logo design, communication and what it means to be a New Zealanders, you really have to suspend bias and deal with what is here in front of you." Yes i do. I am a professional in the design industry and a New Zealander, and EVERYTHING about this logo is wrong. I will not suspend my bias towards great, good, average or even bad design to let you get away with this pig mess.
TMcreative
May 31, 2011
Hmmmm… I quickly redrew, took the clutter out and made it a solid colour, "un-justified" the type, corrected the kearning… and it works a treat… I admire Derek as an artist, both traditional and moko, the story of this logo holds true but most of you only see the "Corporate" . Keep in mind that Sealord is jointly owned by the Maori people of New Zealand and Japans Nissui… or does nobody do their homework / research anymore. It is what it is peeps, stop bitchin and try and be more constructive in your critiquing.
Like it is
May 31, 2011
@TMcreative: You're right. I apologise. Maybe a harpooned whale would have been more appropriate.
TMcreative
May 31, 2011
@Like it is: Harpooned Whale… good stuff… but I never said I liked it. Everything about it is structurally wrong including the typography, it is what it is… like it is, like it or loath it, lets hope the brand delivery is compelling :)