Logo redesign and brand language for Tradewind satellite parts

The Tradewind product line was an exclusive line of RF equipment for Pace International. However, the product line had a reputation for being cheap and looking cheap. With the help of their engineer, the quality control became top notch, but we felt that the look was still lacking the quality reflected in the refined products. I was asked to create a logo & identity system that looked sophisticated, and was instantly recognizable if seen on the back of a truck. The logo takes visual cues from the Clipper ships of old, but is simplified in a prominent mark set against a deep, rich Tradewind blue. The dark tones helped position Tradewind as a professional product.