The New Zealand Sailing Trust offers people the chance to experience transformative voyages on Steinlager 2 and Lion New Zealand.
The previous logo was based on the heritage Lion NZ brand, which didn’t connect with the youthful audience that they were aiming for. It was important that the new look would appeal to a wide audience, from young people to corporates, and be easily reproduced on merchandise. Our goal was to capture how NZST introduces people to the wonder of the sea, through the priceless legacy they are privileged to hold.
The logo was designed to represent that sailing is the pathway/ portal to the ocean, a gateway to space, opportunity, energy, scale and nature of the ocean. The four brand pillars of connection, courage, adventure and leadership are represented within the logo and in separate icons used throughout the website and brand comms.
Designed for Hula Design and Uno Loco.
Creative Direction: Tor White.