Goldfish Boats
Translating speed into a symbol.
Goldfish is a Norwegian boat company built with one purpose: to move fast. Founder Pål Sollie created the company around an obsession with hull design and performance, and that has never really changed. The boats are engineering masterpieces, built to take a beating. No unnecessary decoration. No lifestyle bullshit. Made in Norway and known well beyond it.
We worked with Goldfish in 2019 to sharpen their strategy and create a new symbol for the brand.
The new fish is stripped back to bare minimum. What remains is speed, direction and tension. The marks negative space references a piece of laid rope, a subtle reference most people will sense long before they consciously spot it. The lines lean forward, giving the whole mark a sense of momentum even when standing still.
A small, calibrated detail.
Nothing more than it needs to be.
