ZigZag is a project for yachting enthusiasts in Saint Petersburg. Сlient’s brief was to assist with the launch of a sailing club: coming up with a name, developing a corporate style, and setting up a website in time for the start of the season, with a total of two months to complete these objectives.
When a vessel is sailing downwind, it goes straight; when a vessel is sailing into the wind, it takes at an angle. The way the boat moves when tacking is reminiscent of a zigzag – hence the club’s name.
The name ZigZag is clear and concise, like a captain’s command. In project the name is used in tandem with the key identifier – a line in the form of a zigzag. This adaptable device can be easily placed on any object, from a business card, to a buoy, to a yacht sail.
Rich red was selected as a key colour, charged with the aggression that racing demands. This choice was no accident: the vivid red makes ZigZag stand out from its competitors, both on the sailing sports market and at sea.
A bold and expressive logo inspired by regattas and speed works in harmony with the colourful and visually arresting company style. This logo is conveying the speed and drive that characterize sailing.
Digits are one of the key elements of the brand identity. They were drawn by hand, ensuring their shapes matched the logo. Now they can be read perfectly clearly from afar: the digits 3 and 8 are impossible to confuse, even far out at sea.
The principal medium for the yachting club’s corporate style is, of course, the gennaker, the yacht’s large front sail. The gennaker was created by technicalities of sail production into account, being sure to minimize the amount of glueing required in order to maintain the sail’s aerodynamicity.
Producer — Platon Kultin
Art Director and Namer — Pavel Konyukov
Designers — Kirill Zharkoy and Nastya Bazylnikova Web Designer — Sergey Ivanov
Photographs — Aleksey Neshitov