Design a logo for an annual event in San Francisco where the most talented sand carvers from around the world gather for a sand sculpture competition. The goal was to create a logo that was very flexible as it would need to appear in many different formats and sizes. A few examples of this included being carved into sand, etched into glass, applied to the side of cars, screened onto surfboards, screened onto t-shirts, and printed onto huge banners that surrounded the event.
When designing the logo we wanted to capture both the intensity and artistry of sculpting a 15-ton pile of sand while also celebrating the city of San Francisco. Our solution was to literally turn the iconic San Francisco skyline into a sand sculpture and then carve into it with a sand sculptor's most important tool, the shovel. We knew this direction would work well to express what the event was all about and it was simple enough to be as scalable and versatile as we needed it to be.
The client liked the logo so much that it became the lead image in promoting the event, replacing many other graphics and photographs she had been using.