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New Logo and Identity for Kandima by Snask

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Noted Feb. 16, 2018 by Armin

Industry / Hospitality Tags /

About

(Est. 2017) “Kandima Maldives is much more than just a holiday. This new game-changing destination [and resort] offers a seriously stylish island setting with extraordinary restaurants and bars and plenty of on-site activities to choose from. Kandima Maldives is located in Dhaalu Atoll. There is a large natural lagoon and lush tropical island surroundings that will simply take your breath away.”

Design by

Snask (Stockholm, Sweden)

Related links

Snask project page

Relevant quote
Many resorts on the Maldives are rather luxurious, but Kandima wanted to be new and different. They are a resort where everyone should feel welcome, various ages and with guests from all around the world. Therefore, it was important to create a vibrant and flexible brand, that is easy to roll out all over the island, with many different touch points. For instance, there are nine different restaurants and outlets on the island, we designed logotypes and identities for each and everyone. Kandima wanted a distinct symbol, something you should almost be able to draw in the sand. We created their Brand Identity Guidelines and rolled it out on the website, on signage and on to different collateral such as soap bottles, towels, coffee cups and more.

Snask project page

Images (opinion after)
New Logo and Identity for Kandima by Snask
Logo.
New Logo and Identity for Kandima by Snask
Identity elements.
New Logo and Identity for Kandima by Snask
Guidelines.
New Logo and Identity for Kandima by Snask
Wordmark on beach.
New Logo and Identity for Kandima by Snask
Monogram on pool.
New Logo and Identity for Kandima by Snask
New Logo and Identity for Kandima by Snask
Materials.
New Logo and Identity for Kandima by Snask
Toiletries.
New Logo and Identity for Kandima by Snask
Resort’s restaurants logos.
New Logo and Identity for Kandima by Snask
Sign for Azure.
New Logo and Identity for Kandima by Snask
Materials for Aroma.
New Logo and Identity for Kandima by Snask
Beach Club logo.
Opinion

Although appropriate — in a breezy, fun, slightly trendy way and I can see its appeal — I’m not a big fan of the wordmark. The first “a” and the “d” create a really weird spacing situation in order to accommodate their long extensions and the curved corners of the “n” and the “m” give me all kind of shivers. The monogram is pretty nice in how they resolved the “K” to be flow-y and curvaceous but the final loose cap of the circle stroke being rounded doesn’t go with the flat corners of the letter. I love me some Snask craziness and variety but I think this is all over the place in terms of identity elements and typefaces and colors where none of it really comes together cohesively — it’s just stuff on top of stuff. It’s certainly fun and visually stimulating but it’s hard to see an interesting conceptual thread tie everything together. The restaurant logos are nice, considering they did nine different ones for one project but it feels a little like the Snask magic sauce got diluted in the size and scope of the project — I’m not saying they couldn’t handle it but I think the amount of moving parts took away from their usual obsessiveness over details. Nonetheless, I’m sure the overall experience and identity implementation in situ plays out really well.

Your opinion…

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