While the client, and those making use of the retreat, didn't necessarily have an aversion to the old logo, it was felt that the identity was beginning to appear a bit dated. In addition, "official" colors had never been selected for the design and it was often presented in black only.
The canoe, tree and forest images of the old logo were retained an incorporated into the new format. The font PanAm was selected to give the name a more traditional appearance. Rich blues and greens were chosen as colors for the identity - reflecting the natural colors found at the Tilikum retreat.
The logo appears in the book The Big Book of Logos 5.
(Note: My new book, Identity Crisis!: 50 Redesigns That Transformed Stale Identities Into Successful Brands, contains case studies from 35 designers and firms located around the world. Learn more about the book on the Identity Crisis! blog.)
© 2008 Jeff Fisher LogoMotives