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[SÍLVIA AFONSO]

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Visual Identity for Ausbildungs Yacht
Creative collaboration with: Oliver Köbler

Designing Ausbildungs Yacht’s corporate identity centered around taking the essence of fun knotted with education, while also staying away from the traditional visuals of the boating industry. Ausbildungs Yacht’s mission is to make sailing not only accessible and enjoyable but also an educational journey that is both attractive and memorable.
The challenge was to move away from the conventional, often serious and formal aesthetics of the boating industry, and instead, create a energetic, enthusiastic, and friendly image. The identity needed to reflect the joy of sailing while including the educational aspect of the brand.

Breaking away from traditional representations, the AY’s corporate identity is the element of rope, or “lines,” which is a fundamental component in sailing. The use of lines symbolizes the intricate connection between learning and sailing, representing both the practical skills taught and the bonds formed through shared experiences on the water.

The ropes are central to the entire corporate identity. They form the core of the logo, which features a custom design incorporating the initials "AY." This element not only adds a nautical touch but also reinforces the concepts of guidance, connection, and direction—key aspects of the educational journey AY offers. The fluidity of the lines conveys movement and progress, reflecting the ongoing learning and growth that the brand promotes.

Incorporating bright, lively colors and playful design elements was essential to express a sense of fun and adventure. The visual identity needed to be eye-catching and dynamic, appealing to a diverse audience ranging from young people to adults, including both those new to sailing and those looking to improve their skills. The color palette features vibrant red and marine blue, complemented by secondary tones of white and grey.
Red is crucial in maritime instruction, symbolizing safety, urgency, and alertness, often used in navigation aids and signal flags. In the brand palette, red highlights these safety aspects while adding a dynamic, energetic feel to the brand. Marine blue, a standard maritime color, represents the ocean’s depth and calm, serving as a dependable backdrop. Together with red and complemented by white, grey, and beige, these colors create a cohesive and visually compelling design that reflects the sea's natural beauty and the excitement of sailing.

The typeface chosen was Visby, a font that beautifully complements the brand’s values. Visby is designed to carry an expressive and engaging character, making it suitable for casual and fun-themed designs. The font’s friendly and charismatic appearance in lowercase contrasts with its sophisticated and commanding look in uppercase, providing versatility in communication.

With fun and professionalism, the CI of Ausbildungs Yacht brings a modern design with a focus on inclusivity and the brand’s innovative, educational mission. The use of rope lines as a key design feature integrates themes of fun, education, and connection, distinguishing a new sailing that breaks away from traditional industry norms.

*This design was not the client's final decision.