Client Spotlight: Leveling Up the Sea to Tree Logo

Well, here we are, Sea to Tree Health & Wellness has outgrown their original logo. The first version served them well in their early years, but it had a few limitations:

• Subtle alignment issues and awkward spaces made the design less elegant than it could be. The type that once you see it… you can’t unsee it.
• The line art wasn’t optimized for small resolutions (like embroidery or small-scale print).
• It was originally created with pre-made assets, which meant it couldn’t be trademarked.

Sea to Tree has grown into a thriving practice, and I had been itching to fix these issues with their “starter logo” for a long time, so we took the opportunity to create a new version with more professionalism, elegance, and staying power.

Evolution rather than Reinvention

It wasn’t our goal to start from scratch 🙂 We wanted to preserve the overall shape and recognizability of the logo so that existing signage and assets wouldn’t suddenly feel outdated. This update is about refinement: small adjustments that most people won’t consciously notice, but that together add up to a logomark that’s more intentional and future-proof.

Our design goals:

• Preserve the overall shape so the changes are subtle and seamless.
• Ensure the entire logo is hand-drawn from scratch (for trademark eligibility).
• Improve alignment and consistency across shapes and spaces.
• Synchronize line widths and point radiuses for harmony.

Can you spot all the differences?

What we Changed

• Improved alignment with the circle shape
• Removed awkward corners where shapes didn’t line up properly
• Synchronized line widths across the circle, tree, orca outlines, and white space
• Created a better balance between dark and light shapes
• Refined whale fins a more elegant pectoral fin and tail fin
• More graceful wave curves that match the style of the other elements
• Simplified foliage

From a distance, you might not notice much difference. But up close, the refinements add up to a logo that feels cleaner, more intentional, and much better prepared for the future.

Importantly, this means that Sea to Tree doesn’t need to replace everything at once. Their signage, marketing materials, and printed collateral can be phased out gradually, keeping the brand consistent while still moving forward.

Lessons for Growing Businesses

When you start a new venture, you don’t need to invest tens of thousands in a fully polished, trademark-ready brand kit. It’s okay to begin with a first version that gets you started.

Then when you are killing it out there as Sea to Tree is right now, you can level up!