T H O U G H T S
Full color: yes. 1-color: yes! Chermayeff & Geismar have a variety of aquarium logos, but what I really like about this one is the clarity of concept in the design. It looks great full color, sure, but is it just as great 1-color? I think so. What C & G are so clever in doing is packing this design full of personality through the organic fish and animal shapes; all dotted with a simple circle for the eyes (repeating the overall circle shape of the mark...a good technique to present a more cohesive design). The shapes intermingle as fluidly as the feeling of water currents, making for a striking and memorable appearance. The decision to add the bolder stroke weaving through the mark, suggestive of a stream or river, not only reinforces the concept, but makes for something distinct and provides an anchor for the eye to focus on. This line is important for the scalability as well because at the extremely reduced size shown, the individual animal/fish forms start to fill in visually, making it hard to distinguish. But that unique line adds the great element of contrast, helping this to be more recognizable at such a small size.
R A T I N G S (1-color version)
Scale: Bad, Fair, Good This is all in the context of the 1-color version, not rating the full color version.
Use of Pos/Neg: Good