FEATURED PROJECT
Elwood Life Saving Club Logo Refresh
Our Melbourne team worked with Elwood Life Saving Club on a logo design refresh that honoured the club’s long-standing heritage while giving the identity a stronger and more versatile future. As one of the most established life saving clubs in Australia, Elwood Life Saving Club needed a logo that reflected its history, its role within the local community, and its presence on the Elwood Foreshore. This corporate identity project in Melbourne focused on evolving an existing identity into something more refined, practical, and fit for modern use across print, signage, and digital platforms.
BRIEF
Elwood Life Saving Club approached our Melbourne logo design team looking for a refreshed version of their existing logo, which was based on the iconic surf life saving reel. Established in 1912, and recognised as the oldest life saving club on Port Phillip Bay, the club wanted to retain the heritage and familiarity of its identity while creating something that also represented its future. The new logo needed to work effectively across a range of applications, including external signage on the clubhouse building, printed literature, and the club website, making clarity, scalability, and brand consistency key considerations throughout the design process.
Elwood Life Saving Club Old Logo
Elwood Life Saving Club Logo New Logo
SOLUTION
We developed a refreshed logo design for Elwood Life Saving Club that respected the club’s history while introducing a cleaner and more adaptable visual identity. By refining the surf life saving reel concept and simplifying the overall mark, we created a logo that feels more confident, timeless, and functional across multiple touchpoints. The result is a brand identity that supports the club’s presence both on the foreshore and online, while demonstrating our approach to logo design in Melbourne for organisations that value heritage, community, and long-term brand recognition.
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