The Next Wave of Innovation.
The Alaska Fisheries Development Foundation (AFDF), has spent over four decades empowering sustainable growth and innovation within the seafood industry. It does this through collaborative partnerships, research-driven initiatives, and community-focused programs that drive mariculture and the blue economy.
When AFDF needed to revitalize and relaunch its innovation accelerator program, BlackWing developed a new, trademarkable name along with a logo that brings the name to life.
While there were scores of names we researched and considered, the clear winner was AFDF TIDE. The word TIDE gives us a great analogy for talking about new waves of innovation, technological sea change, etc. And it serves as a hard-working acronym for TRANSFORMING INNOVATION, DEFINING EXCELLENCE.
A great amount of visual exploration went into creating and refining the final logo mark above. In the end, we went with a strong, clean visual identity that delivers a bit of a “TED-TALK vibe,” while remaining clearly different — and tying in with other identity marks under the AFDF master brand.
To give you a feel for our design thinking process, here are some of the other options we considered.
