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New Logo and Identity for Nova Scotia Seafood by Arrivals + Departures

New

Noted Mar. 23, 2017 by Armin

Industry / Food Tags /

About

(Est. 2017) “The Nova Scotia Seafood Brand promotes Nova Scotia Seafood in key international markets such as Asia, Europe, and the United States. The brand is designed to raise the value and awareness of Nova Scotia Seafood through retail and food service promotions, marketing collateral, in-bound missions for member of the overseas trade and press, trade shows, out-bound trade missions, and advertising.”

Design by

Arrivals + Departures (Toronto and Halifax)

Related links

Nova Scotia Seafood brand page
CBC story

Relevant quote
The coordinates, 45° north 63° west, are the center point in the province of Nova Scotia. These aren't mere numbers. Not any spot on the map. This is Nova Scotia's code. A little removed from the rest, but connected to the world by the waters of the Atlantic. The premium quality of our seafood is inextricably linked to its place of origin and perceived sustainability, so we have purposefully designed a logo that strongly ties our brand to Nova Scotia – in geography and spirit.

Nova Scotia Seafood's new mark is inspired by nautical design with clean lines and clear type. In a world that is moving quickly towards demanding better traceability of food products, developing a clear and transparent chain of origin can help further leverage our seafood brand. Nova Scotia Seafood’s logo was designed with traceability in mind – even without any accompanying content, anyone can search for these coordinates and quickly be directed to content that is Nova Scotia, Canada.

Nova Scotia Seafood brand page

Images (opinion after)
Introduction video.
New Logo and Identity for Nova Scotia Seafood by Arrivals + Departures
Logo.
New Logo and Identity for Nova Scotia Seafood by Arrivals + Departures
More of a badge thing.
New Logo and Identity for Nova Scotia Seafood by Arrivals + Departures
Ice sign.
New Logo and Identity for Nova Scotia Seafood by Arrivals + Departures
USB, a key component of any reputable seafood business.
New Logo and Identity for Nova Scotia Seafood by Arrivals + Departures
Website banner.
Opinion

Although I do not know by heart the geographic coordinates of Nova Scotia (or any other place in the world, for that matter) I immediately understood that the numbers in the logo represented the location of Nova Scotia. That doesn’t make me smart, it just means that the logo is easy to decipher despite being non-literal (or, perhaps, too literal). The nautical vibe hints at sea, although not necessarily seafood but that’s why we have wordmarks. The typography is a mixed bag; the numbers look crisp and cool but the rest of the text is too many weights, too many different spacings. The accent of the maple leaf in red is everything you expect from a Canadian organization. Overall, this could have easily been a throwaway brand but they have actually created something engaging, interesting, and almost covetable for an industry where good design is the last thing that’s expected.

Thanks to Poor Immigrant (sic) for the tip.

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