Crafting the SURIMI Brand: A Strategic Approach to Visual Identity and Inclusivity

One of the core strategic objectives of Work Package 1 – Co-creation, stakeholder engagement, dissemination, exploitation, and communication – is the development and promotion of a strong and recognisable SURIMI brand. The branding strategy is rooted in establishing a visually appealing, engaging, and memorable connection with the project, ensuring that the SURIMI brand is distinctive, impactful and reflects the project’s objectives.

Central to this brand is the SURIMI logo, designed as a symbolic representation of the interconnectedness between the biological and digital realms. The logo features a graphical depiction of two fish, one representing the living world and the other its digital counterpart. These fish mirror one another, reflecting how the EDITO – European Digital Twin Oceanwill simulate real time oceanic scenarios. Set against the same background, the image subtly conveys that while the fish inhabit different environments—biological and digital—they remain intrinsically linked, living in parallel yet distinct worlds.

The logo’s colour palette of orange, red, and pink was carefully designed with accessibility in mind. Traditional marine logos often rely on greens and blues, which can be difficult to differentiate for individuals with certain visual challenges. By opting for a bold and fiery colour scheme, the SURIMI brand not only sets itself apart from typical marine project branding but also ensures that its visual materials are accessible to a broader audience.

The symbolism of the SURIMI logo extends beyond mere aesthetics; it encapsulates the project’s commitment to socio-ecological fishing models, with a focus on fisheries data—such as fish stocks, landings, and distribution. The logo’s design aims to convey the complex network of interactions between the ocean and digital data, aligning with SURIMI’s mission to use data modelling to predict ocean scenarios and influence policy, industry, and research. This interconnected approach is integral to the project’s broader goal of contributing to the European Digital Twin of the Ocean (EU DTO), expanding its reach and impact across multiple domains.

During the early stages of the project, several distinct logo concepts were proposed to the coordinating team. While these initial designs were ultimately not selected, they served as a creative springboard, inspiring the unique sketch that evolved into the final logo adopted by the consortium. This iterative design process resulted in a logo that not only reflects the collaborative spirit of the project but also serves as a powerful visual representation of the SURIMI Project’s innovative vision.

1st version of logo & colour palette.

Digital vs. biological representation of fish.

Both above logos combined, resulting in final logo.

The SURIMI Project logo is available in full colour, mono colour (black and white) and white versions. Guidance on how to properly utilise the SURIMI logo can be requested from WP1 Communications: pamela@erinn.eu, ladina@erinn.eu

NORCE Norwegian Research Centre ERINN Innovation Aristotle University of Thessaloniki (AUTH) European Marine Board IVZW Konnecta Systems Ecopath International Initiative Consiglio Nazionale delle Ricerche University of Oxford CINEA – European Climate, Infrastructure and Environment Executive Agency European Commission EDITO – European Digital Twin Ocean