At home on holidays

Fuerteventura/Spain located Sotavento Beach Club commissions designteam to realize a logo redesign. On location, during a two-day workshop, it becomes clear that a mere logo redesign will not accomplish the mission: representing the Club’s core characteristics according to the target group. To bring across the Club’s family friendly, straightforward and fun-loving way, the logo redesign was extended to a corporate design project, to guarantee a target group oriented image as well as a clear distinction to local business competition.

The pictorial symbol of the new logo – called the „ojosol“ – is a symbol for the Southern sun, reminds of spanish artist Miro’s figures and casts a curious and perky eye on the viewer. As an appealing figure it is employed not only on all print aobject, but also on textiles and merchandise. Apart from the pictograph, a defined color spectrum and an exceptional imagery shape a new distinctive and friendly appearance of the holiday resort.