Sonar Logo Design

The concept for this logo redesign is based on the core values of Sonar’s product line—detection and protection. The challenge was to pay homage to its predecessor while also representing the company name and vision for the future.

Whales use sonar beams for targeting and navigation—detecting prey and threats and protecting themselves and their family. The team used the waves of Sonar’s old logo to create the ventral pleats of this new, friendly mascot.

The shape of the whale's fins and flukes are repeated within the curved areas of the custom word mark—resulting in a tech-savvy aesthetic, that feels harmonious, orderly and precise—speaking to the value sonar provides to developers worldwide.