Responses by Perniclas Bedow, creative director, Bedow
Background: Jaktar is a new meticulously engineered aluminum boat for people seeking adventures on water. Bedow’s assignment was to create a new brand for the boat, including a name, tagline, brand narrative and visual identity. The result is a well-crafted design solution based on the angles from the boat with the tagline “Engineered For Exploration” as the core concept.
Reasoning: The most important selling point for Jaktar is the quality of the boat. It was built by a team with decades of experience, and we interpreted that visually by reusing the craft from the boat design and taking that into the typography. The brand symbol forms a J from the shape of the boat’s bow and the custom designed typefaces are all developed from the precisely engineered angles of the boat’s design.
Challenges: Creating a great name that aligns with the narrative: it should be adventurous, have a good story, be easy-to-pronounce for a global market, look good and not be in conflict with other names. When those criteria are fulfilled, we also had to register the name and domain names. It’s hard work coming up with good brand names, but I think we succeeded here. The name Jaktar is developed from the common term for seafarers in the nineteenth century: Jack Tars.
Favorite details: The coherency of the brand. It’s built upon the tagline “Engineered For Exploration” and that comes through in everything from the name and concept, down to the typographic details and color palette. It’s not always the case when all the pieces come together that nicely. This is a brand that’s built to last, just like the product.
Visual influences: The engineering of the boat was our main source for inspiration, but when working with these kind of engineered type details, it’s impossible to not look at Total Design’s visual explorations from the ’60s and ’70s. With that said, I am always interested in taking a step forward in our work—to just imitate what someone else did half a century ago is not very interesting.
Time constraints: The project spanned over 24 months, which is pretty long for a new brand. That was positive in the sense that we could test several ideas without being forced to deliver something final. One idea that came up along the way was to actually paint the J brand symbol at the boat’s bow. The first boat has an off-white painted J on the teal-colored hull, and, in hindsight, I think the contrast is a bit too high. But this is an ongoing collaboration, so we’re trying out different color combinations for the new boats. However, I still think the idea of using the brand symbol at the front of the bow is excellent—you can spot the symbol from a far distance and it’s a graphic detail that doesn’t appear like a “big logo.”