Smooth sailing: Studio Oker’s watery, wavy look for Canoe reflects the joy of creative exploration

Guided by their insightful approach to design and innovation, Canoe’s identity ensures that the studio is prepared to navigate the unknown. Being a brand new studio, Canoe enlisted the expertise of fellow Norwegians Studio Oker to craft their identity. Drawing inspiration from Norway's awe-inspiring natural landscapes, Studio Oker deftly navigated the challenge of establishing Canoe’s presence alongside its name, brand platform and visual identity. “As a studio situated on the west coast of Norway, an area surrounded by rich nature and winding rivers, we were inspired by the canoe’s symbolic role in exploration and discovery,” Designer Marcelo de Costa tells us. “The name ‘Canoe’ serves as a metaphor for navigating the unpredictable waters of design, embodying adaptability, exploration and progress. Building on this concept, we drew from the natural flow of water and its movement, blending it with a handcrafted quality.” This idea is expressed further through the identity’s colour pairing of deep blue and pure white, alongside a custom wordmark that embodies the concept of ‘being like water’ – flexible, adaptable, and responsive to change. “The custom wordmark features flowing lines that reflect this fluidity,” explains de Costa, “and lends itself to the logo that morphs between different versions depending on context.” The logo symbol, both depicting two figures in a canoe and a smile, adds a joyous touch and encapsulates the spirit of working together on a shared journey. The accompanying brand assets feature a suite of linear illustrations, created by illustrator Waldemar Stepien, whose minimalist style was the perfect choice for communicating the core principles of the brand – “fluidity, movement and playful exploration.”