ALETA is a 54’ sailing yacht based on the United States West Coast. Her name means “Wing” or “Little Fin”. With her homeport of registry being Port Townsend, Washington she sails between Alaska and Southern California spending time in San Francisco, California as her berthing location when not at Sea. When designing the logo we knew that it had to work hard, being used for everything from the name of the yacht on her transom, crew wear, guest invitations, boat cards, to even email signature for communications. The simple logo typography features heavy serifs with a dark background intersected by a silver metallic stripe picked up from her silver metallic waterline stripe, that running through each of the horizontally extended characters. Thus making the logo readable in large or small format.