Posts Tagged ‘Graphic Design’

New branding for Flying Kiwi Parasail

Orange_Fade Langford Ink has been working with the Flying Kiwi Parasail team over the past few months, shaping up a new logo for them, tweaking their brochure and – finally – setting up a new website that is easy to update, search engine friendly and looks fresh, bright and accessible to all.

We’ve been working to a fairly strict budget, so the challenge has been to get a great new look on a fairly short shoe string.

First, the logo. What you see here, top right, is the result of some old fashioned sketching and few design iterations. The client was a pleasure to work with because they had a fairly good idea of what they wanted, were prepared to put in the effort to communicate that, but weren’t closed to alternative ideas and reasoning.

Flying Kiwi Parasail: original cartoonThe team already had a cool parasailing kiwi cartoon, which they loved, but he was prohibitively expensive to print. Apart from this little chap, there wasn’t much in the way of consistent branding other than a font type used on the staff hoodies and, more recently, splashed across the new bright orange, custom-designed boat.

Game on — we had a brief: a very orange boat with the word PARASAIL in big blue letters down the side.


We were also given this sketch on a black and white photocopy of the staff hoodie, to show the idea of a kiwi being incorporated into the logo. From this starting point, we developed a series of options.

In good old fashioned graphic design style, we chopped up the different concepts, and mixed and matched until we got to a literally cut-and-pasted brief.


And now we’re getting close to a logo: we have a faded silhouette of the flying kiwi, a little bit abstract, but definitely of Aotearoa extraction; we have a typeface that ties in with the boat signwriting; we have the words Paihia and New Zealand included in the logo. The overriding feature is descriptive – the word parasail leaps out at you – but there’s also a more interesting visual language building up.

So from here, we came up with the almost final version, a blue logo with the words Bay of Islands, rather than Paihia.

Kiwi Parasail v3

And then, finally, because the team actually really like that zingy orange colour of their boat, we settled on the orange fade as the main iteration of the Flying Kiwi Parasail logo.

Robust, beautiful eco-furniture for children

It’s great working with individuals who merrily plow their own furrow. That’s why I live in the Bay of Islands I think; somehow you can do what you like here, up to a point (I’m still trying to work out the formula for this – answers on a postcard).

Anyway, Craig McInnes is one such individual.

Known locally as a reliable boat-builder and sailor on the iniquitous Orange Peeler, Craig obviously decided it was time for something new. He didn’t ‘down tools’ as such, but he has certainly put them to different use in the past year.

Using a lifetime of knowledge crafting timber, he started work on furniture pieces, with a casual eye on setting up anew as a furniture designer. Within in no time he had created not just one but two ranges of children’s furniture: one set of modular pieces constructed from marine-bonded ply (”you can leave it out in the rain and it won’t be destroyed”) and a pre-constructed or NON modular range that has been snapped up by local kindergartens. All his furniture is registered Buy New Zealand Made.

He featured in Good magazine for his children’s range and in the entrepreneur magazine Unlimited for his luxurious J10 chair. Now his focus is on refining the childrens furniture to make sure it really delivers on its promise: “No plastic, no gimmicks, strong shapes, durable timber – perfect for us at home, in schools and at kindergarten”.

I’m keen that all the parents, kindies and schools in Northland find out about this treasure of a design workshop tucked away in Opua – check out the CMC Design website and follow Craig’s progress on Facebook. I think we’ll see some exciting things happening in the next couple of years.

CMC Design furniture

The J Range: CMC Design

CMC A4 flyer_FV

For more information on Craig’s furniture see or email


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