Logotype for

Sea Smoke

Sailors call fog sea smoke. The Sea Smoke Cellars owner asked Doyald to create a logo that captured the movement of fog.

The volutes and swashes suggest motion and volume. Some are extensions of the letters; others are separate shapes that envelop the name; some merely act as a base to give the word stability.

The drawings below (left) show a variety of explorations that were considered. The right column shows the final drawing and the logo applied to a wine label.