A new pool company starting from zero: no name, no mark, no image.
A name that works as a reminder, and a mark with movement: a dive through the word itself.
An identity with humour and clarity that stands equally well on a vehicle, a uniform and an invoice.
Mind Your Pool — corporate identity for a pool company
Mind Your Pool builds, maintains and repairs swimming pools. It came to us before it even had a name, and we took on the whole journey: from naming to applying the identity at every point of contact with the customer.
A new company in the swimming pool sector trusted us with its entire corporate presence.
The company itself is built on being different, on good design and on the carefully considered services it offers its customers. So we designed a corporate identity with a contemporary look, an original name and a distinctive image!
Besides its corporate presence, Mind Your Pool also trusted us with the design of its website, so that its unique design accompanies its services online too.
How it came together
- 01
Research & challenge
Naming was the first step. "Mind Your Pool" works as a friendly reminder — look after your pool — and sums up in three words most of the work: a pool isn't finished once it's built, it needs care throughout its life. It was a name you remember easily, and one that left room for an image with character.
- 02
Idea & design
The logo rests on clean typography in which a small figure dives from one letter to the next — a movement everyone recognises at once, which gives the mark life without loading it. The palette avoids intense turquoise: a grey-blue and a grey-light-blue, tied together with grey, recalling water as one actually sees it, clear and calm. We also designed a pattern of small dashes that, in motion, rotate and shift like the reflections of light flickering on the bottom of a pool. Still, it works as a texture; moving, it becomes a short animation for social media and the website.
- 03
Delivery & result
The identity was applied at every point where the company meets the customer: business cards, letterheads and envelopes, through to the bills and invoices printed for each job. We dressed the company's vehicles and designed the shirts the staff wear on building sites and maintenance visits. For a company that comes into a customer's garden and home, consistency of image in every detail works as a guarantee.
