Creating an identity for a Scottish tour co-ordinator

Selkie is a tour coordinator and operator based in Oban, Scotland. This exuberant one-man show tours his parties all over Caledonia, curating journeys across Scotland that leave clients with a lifetime of memories. As a company that braves land and sea across its excursions, the “Selkie” (a half-human half-seal creature of Scottish folklore) worked perfectly as a visual starting point for this project.

We represented that mythos in their logo: using a stylistic “K” to draw a seal tail that also reassembled the uppermost geography of Scotland. This neat motif went on to frame photography in their print collateral and appear as an alternate logo on badges, icons and products. For the colour palette, we drew together the greens of the Scottish Highlands with blues and yellows classically favoured by holidaymakers. Together, this dynamic, contemporary identity spoke of unforgettable sunsets, cold blue waters and the high spirits of both Selkie’s tourguide and his Scottish adventures.