Maxwell Wolffe, Graphic Design
Scuba diving is a sport that can lead a diver from colorful reefs in shallow waters, to the deepest depths where unknown aquatic life lingers in the darkness. This unknown led me to think of how much we do not understand about planet Earth. With 71% of the planet's surface being water, the name of the company would reflect the divers that swim through it. Thus, 71 Below was made as the name.
As the illusive creatures of the depths were a core inspiration throughout initial image searches, I was drawn to the anglerfish. This creature is iconic for its protruding sharp jaw and dead eyes illuminated by a luminous antennae. Through exploring representational designs that emphasized these features, I found the final solution to be a more angular design paired with snorkel goggles. This not only brought a humorous element to the design, but also presents a more broad stance to scuba diving. By simplifying the patterns through geometric forms, 71 Below is presented as open and accessible to a wide range of demographics.
To further illustrate the ideas of diving beneath the waves, patterns and textures were key parts I thoroughly developed to help emphasize the identity of the brand. To evoke the sensation of coastal waters, I stacked warped, rounded shapes like a wall of bricks. These forms were made as a highlight for the deep blue backdrop to illustrate water reflected by the sun. This mass of texture was used to accent and complement the logotype on the various stationary designs.
Font and colors both stemmed from the ideas of flowing water and a sense of reliability found in scuba equipment. These concepts were mainly expressed through the use of slab serif Rockwell. Colors of the ocean were expressed with deep blues and complements of orange and yellow. These culminated to an open feel, found though in negative space reflected on dense water patterns. Overall, the rich variety of inspiration found from nature led me to the finished product. 71 Below represents this wide fascination with the wide ocean.