Spaghetti is a very talented designer. It was a pleasure working with him.
- Collective Brain
How Sodierna started their logo design journey
I'm a 42 year old father of 3 (Noah- age 13, Jake- 11, Ruby- 5) who has been into boating since childhood. We also have a young black lab named Jetty who is a fun part of our boating experience. This project is 100% personal so I won't get into details about my work life. Boating for me is is a welcome respit from work life and also a good way to spend family time together (it's hard to have family time on a golf course). While I enjoy competitive long distance sailing, the boat we are working on here is a power boat (e.g. no sails) named Present Tense.
The name Present Tense was inspired by a Pearl Jam song of the same name from their No Code album released in 1996. Listening to music is a big part of what we do out on the water and it was important to me for the boat name to have a tie in to a song I felt strongly about. The fact that the song and the boat are from the same year is a nice bonus. Present Tense is a bit of a dark song, the main take-away message for me being the importance of letting go of the past and living in the present. For me, that's what boating is all about. We have such a short time on this earth and even a shorter time to enjoy being on the water. While on the water, the past and future really don't matter so much. It's a time to enjoy exactly what you have while you have it. A time to live in the present tense.
Tell us a bit about who you are and the people you reach
The audience is both the rest of the boating community who will see the logo on the tansom as well as non-boating family and friends who will see the name and/or receive hats, cubs, etc. with the logo. We very much enjoy taking guests out on Present Tense and we like to make the day a real experience, not just a boat ride. "Branding" helps complete and polish that experience and if we can leave our guests with a sense of renewal and reminder to live in their own present tense we feel we've done more than just entertain.
Our previous boat was a smaller one named "Dancing Barefoot" (inspired by Patti Smith song of same name). Same kind of meaning... freedom and joy of the present.
The project is to deliver a logo that will help "brand" the experience of spending time on "Present Tense". Specifically, the logo will be used on the transom of the vessel (roughly 6' x 3' landscape orientation). The tansom logo should include the name of our home port: "Mamaroneck, NY". The logo (without the home port) will also be used for various smaller items (e.g. hats, tee-shrits, polo shirts, drink glasses, etc.)
The boat is a 1996 Tiara 4000 Express propelled by twin 435 horse power Caterpillar diesel engines. She is 43.5 feet long and 14.5 feet wide at her beamiest. We primarily use her for cruising with family and friends (i.e. not fishing) in Long Island Sound and southern New England. Our favorite port of call is Block Island, RI.
I've attached various pictures of myself, family, and friends having fun in and around Present Tense (fka Grano de Oro).