Top Gun Charters was established in 1982 in Perth, Western Australia. It is a long standing, well known business in our region with a loyal customer base - we have a very high percentage of customers who return to us. The business provides live-aboard fishing charters in Western Australia and during summer, hosts charters for business clients, weddings & engagements, birthday celebrations and parties. My business is really about people enjoying themselves, the warm Western Australian weather and being outdoors.
We have a video on YouTube that highlights our business, services and our clients. This will give you a good idea of our offering https://www.youtube.com/watch?v=DbKfRPxsAaE
My business targets two different types of clients. The primary target are males between the ages of 30 - 65+ who enjoy fishing and spending time with mates. Top Gun Charters offers them 5-6 day live aboard fishing charters in North West Western Australia. The average price for per customer is $2,500 for a live aboard charter. My typical customer appreciates the masculine element of my business.
My second type of customer can be quite different to the above. In Perth we offer charters for customers who wish to host corporate gatherings, weddings, engagements and general social events. My typical customer is male & female aged between 25 - 50+ and can be a person organising their birthday or an office manager wanting to host a business gathering.
My logo needs to service both of my customer types - it has to have a 'masculine' feel to it but can also present well to a business person. I like bold and impactful lettering and strong colours. The logo needs to represent water with subtle hints of boating and fishing. I don't want the Australian flag featured at all.
We primarily provide fishing charters and that is where 80% of my business comes from. The YouTube video link above will give you a good idea of what we offer.
Hoping to achieve
The business has had the current logo and branding for a number of years and I am looking to refresh this, modernise it and use it as a strong tool to continue long into the future. This new logo will go on my new website, uniforms, business card, letterheads and a range of merchandise that I have. I need the logo to be versatile on both light and dark backgrounds and I'd like a 'full' corporate version and a minimalist version that can be used in certain applications like pens and lanyards.