For Bob, Melissa, Joey and Kimy.
Three
decisions
One reply
One typeface. One colour direction. And the logo colourway, which is the only thing on this page you genuinely pick between. Approve all three, or tell us what is wrong.
Barrier Reef
Saltwater and freshwater livestock, Boca Raton
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Aquarium service, custom builds, and natural seawater by the load. This is General Sans at the size body copy runs on the site, with General Sans 600 where a line needs to push.
Gambetta 700 and 600 for display. General Sans 400, 500 and 600 for text. Both are free to license and both can sit on your own server.
You already
named it
Royal Botania is the site you named in your own written brief as the level of sophistication you want. Its typography is Gambetta for display and General Sans for text. We read that out of the font files on their servers, so it is fact.
Your brand document reaches for a serif in the headings already. This answers that instinct with a serif that has some weight behind it.
Set it
heavy
Barrier Reef
Your logo is a heavy condensed slab. A thin serif beside it gets swallowed, which is exactly what you turned down. So Gambetta runs at 700, not at book weight, and nothing on the site sits lighter than General Sans 400.
One colour
direction
Warm and light, built only out of your own five. Nothing added, nothing restyled into our colours.
Your kit also lists three accents. Crimson we would keep for something like a sale banner. Seafoam and Vivid Red we would keep off the site, because they compete with the fish.
Where each
one goes
Every other colour on the site comes out of the animals in your own photographs.
Why not
dark
Your old site was dark. It is part of what you are moving away from, and you said so.
A light page also stops the background competing with the tanks. On a page this pale the strongest colour on screen is the animal in the photograph, which is what people came to look at.
This one
is yours
The typeface and the colour are one direction each, put up to be approved or corrected. The logo colourway is the only place on this page with a real menu.
Six versions of your own mark, each on a ground it can actually be read on. Two of them are light, so they sit on Carbon.
Name one
and we build
We would
pick Carbon
It holds at any size. It prints, it survives a photograph behind it, and it leaves the blue in the tanks as the only blue on the page.
Swim Cap is the one to take if you want the mark itself to stay bright. Either is a real answer, and this is your call, not ours.
What the mark fills with today.
Holds at any size, on screen and in print.
Softer. It sits back and lets the photography lead.
Brighter than the blue you have now.
Light, so it only works on a dark ground.
For a dark header, or the footer.
Reply today
Or tell us in your own words what is wrong, and we correct it.
You have been without a website since 3 August. That is why this page asks for three answers and nothing else.