While the development of land-based navigation systems and driver assistance systems is progressing rapidly, navigation technology on water is lagging considerably behind: chart plotters permanently installed on ships are inflexible, slow, quickly outdated and expensive.
Orca is trying to close this gap. The Norwegian company based in Oslo develops and sells a navigation system for small boats, the Marine CoPilot. Compared to conventional systems, this scores highly in terms of speed, manoeuvrability and user-friendliness. The system is more intuitive and operates on the basis of data - and learns over time. The system reacts smartly and proactively supports the skipper with warnings and route suggestions – almost like a human co-pilot.
The created visual identity pays tribute to this technical advancement of the company and the product. The result is a strong and simple word mark that makes the brand's claim to be a technical pioneer visually tangible. The combination of hard edges and rounded shapes characterise both precision and the smooth user experience of the products. The open first letter, which is also used as a standalone, shows the relentless ambition to iteratively improve and optimise the products and user experience. Orca takes you to your destination, but is always on the journey itself.
The visual system or brand pattern is inspired by magnetic needles that align themselves in space. However, instead of just one needle, it is a network and thus visualises the multidimensional character of the system, which always keeps an eye on the ship's surroundings and route and evaluates and incorporates data in real time.
With Processing, an application was developed that makes it possible to generate different patterns on the basis of image material. Various parameters can be changed in the application so that new visualisations are constantly being created.
Orca Technologies AS
Visual identity, trademark, business stationery, conception, typography, print design, packaging design, generative design (pattern generator, processing)
Orca Technologies AS
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