This layout for BlueWater Ropes is I think extremely effective. It relies heavily on the photographic image to provide a lot of depth, however it does use a few graphic elements to further that perspective. I think the addition of the semi-macro photo of the rope creates a unique texture and plays a huge role in making this piece visually interesting. The designer frames the figure of the girl very well with the photo of the rope and the positioning of the text. However my biggest complaint about the text is the cheesy drop shadows that are placed behind just about everything. The contrast between the black or white text, when placed right against the photo, should allow the text to sit above the image without any problems with readability. I understand the desire to incorporate the “blue” of BlueWater Ropes, but I think the drop shadow was a poor place to incorporate that element. I just don’t feel that adds anything to the overall composition. Furthermore, if the drop shadow is absolutely necessary, make sure that it lines up and that abstract negative spaces aren’t created between the subject and the shadow. It happens in a few places, but most notably the “g” in 61 g/m.
One of my favorite pieces of the layout is the underplayed logo design of BlueWater. I think their logo, the overhead ripples from a drop of water, is absolutely brilliant. If I were simply to critique their logo, I wouldn’t know what to say. I think their logo is so incredibly strong, it’s simple, elegant, and people will recognize that imagery. It communicates the name of the business in an abstract and not so typical design.
I’m not entirely enthralled with the font chosen by BlueWater, however I do think that it serves a purpose being so unique. That is definitely a font that I can honestly say I have only seen used by BlueWater. I think that certain characters like the “l” are awkward but I also think that other characters like the “a” are very dynamic and distinct. I’m glad the company, and designer didn’t resort to a typical typeface however, I think a little bit more consideration to the font could have taken this logo just that much farther. What would it look like without the little nub of a base stroke on the “l”? I think a simple vertical stroke, still rounded like the others could have been a simple, elegant, more effective choice. I feel that in some places the dynamics of the font work well, but in others, like the “l” they’re forced.
Overall I think the spread is effective. It has credibility with BlueWater’s long history. Yet it shows its modern edge of technology in the youth that trusts the rope. The text is a little sloppy, but the photographic elements are strong enough to overcome those smaller flawed details.
