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propeller swim school case study banner



We were approached to design a logo and develop the website for an Propeller Swim School in Wigram, Christchurch.
Wigram has deep historical ties to aerospace and many local businesses link to this in someway — hence the name.
They asked us to design a unique, fun identity that references Wigram in some way and also connects with water and swimming. 


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Jon Tarr - Design Commentary

Something that connects aeroplanes with swimming was a daunting brief initially! But during my initial brainstorming sketches I came up with an idea to incorporate a propeller shape incorporating two fish.

This simple graphic therefore references moving / propelling through water, identifying with the name Propeller Swim School and giving a nod to the Wigram location and it's aerospace identity. 

I also came up with the tagline: Turning Beginners Into Swimmers. Which we felt was a great fit. 

propeller swim school sketches

propeller swim school logo design sketch

propeller swim school logo design


I went through lots of variations on the concept. Even trying out an alternative tagline; 'Learn what you oughter and swim in the water.'
I decided I preferred the original one. There was also the type design, the angle of the fish, the position of the bubbles to work out perfectly.
I went with the tall semi-bold lettering shapes as I felt that they helped to give an impression of the propeller movement.

From the logo design I created a unique identity so use on all their materials;
Letterheads, promo flyers, posters, business cards and a responsive website were all part of the project.


propeller swim school logo design

propeller swim school logo design

propeller swim school logo design

propeller swim school website design



"Hi Jon, we have been ‘mulling over’ the design of the logo and have come to the conclusion ...that WE LOVE IT!! I believe the logo design looks just about perfect. 
The by-line ‘turning beginners into swimmers’ is a winner! We all think it is a great and catchy phrase so pat on the back to you!"

Jaime Rapley - Aquacare / Propeller Swim School