The re-branding of Davey’s Locker aims to capture the adventure of being on the open water. The circular design signifies the perpetual current of moving water. The wave, fish and whale all signify different elements of being on the open sea and participating in a whale watching expedition. The whale is in motion over the trio of objects as if it is breaching. This also creates a hierarchy of importance because whales are primary to the company and fishing follows. The wave brings a sense of flowing action to the entire design and relates with the circular layout.