Sail logo wall mounted


Working with the SAIL team, we conducted interviews with key stakeholders and researched SAIL, before developing a concise internal brand articulation. By clarifying SAIL’s intentions including positioning, purpose and personality, we were able to lay a solid foundation for the creation of a perfectly befitting brand identity.

SAIL is an acronym for Secure Anonymised Information Linkage. Initially our instinct was to avoid the obvious sails or ships, and we opted to explore interesting marks created from database icons, inputs/outputs and graphical representations of data. After much toiling in the studio the team sliced a database icon, displaying only what was absolutely necessary to reveal a sail! Our concept was born – part of a database forming a sail with two sides representing an input and an output... a very literal visualisation of the premise of SAIL.