Celebrating our 5-year anniversary with a new look!

Celebrating our 5-year anniversary with a new look!


Passing Cloud-5-2

We are celebrating our fifth anniversary in 2017!

And we’re doing so by unveiling a brand new logo and website that were conceptualized and designed by Owen Perry, a British Columbia-based interactive designer. Much the same way our 70-foot wooden schooner Passing Cloud is at the core of every Outer Shores Expeditions sailing, the new logo design focused on our iconic ship.
It was important to me that the new logo was distinctly recognizable as Passing Cloud and embodied her unique balance of strength, grace, and authenticity. After a lot of discussion and many preliminary drawings, we eventually settled upon using the images you see below as the basis for our new logo.

Passing Cloud_cover001 (small) copyThe pictures – which for years were featured on the cover of telephone books, calendars and more in the Victoria, B.C. area – show Passing Cloud sailing past the iconic Fisgard Lighthouse outside of Esquimalt Harbour, the first and oldest lighthouse on Canada’s Pacific Coast.

Thanks to this beautiful image, locals have long associated Passing Cloud with the region’s rich maritime history. I personally love the picture for the way it shows Passing Cloud sailing along so gracefully and confidently, and because it captures her talented builder, the great Brian Walker, standing amidships.

Owen Perry did a fabulous job as we worked through close to 100 versions of the logo until we got it perfect. I couldn’t be happier with the result and we now have a compelling and distinguished emblem to lead our overall brand for years to come.

For the reimagined website, we worked with Owen to draw inspiration from the beauty of coastal British Columbia. Prominently featuring photographs courtesy of our good friend and photography tour leader, coastal photography specialist James Thompson, the new look site is now rich in video and imagery reflective of the spectacular scenery and wildlife guests encounter throughout our expeditions, giving visitors to our website insight into our onboard experience like never before.


Russell Markel

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4 comments on “Celebrating our 5-year anniversary with a new look!

  1. Avatar
    February 23, 2017 at 3:13 pm

    Yup – he nailed it on the design all right!!!
    Few days go by without my mind wandering back to that Haida Gwai trip. I will be back!!!

    • Oriana Smy
      February 28, 2017 at 8:32 pm

      Thanks, Graham, we’re very happy with it! Haida Gwaii certainly has that magnetic pull and we look forward to welcoming you aboard again in the future!

  2. Avatar
    February 24, 2017 at 4:57 am

    The new logo captures the beauty and grace of the beautiful Passing Cloud, which is our home and sanctuary for every expedition. Well done Russell. A timeless logo and brand.

    • Oriana Smy
      February 28, 2017 at 8:36 pm

      Thank you, Irene! It was very important to us to represent the unique character of the Passing Cloud in our new branding, as she is so instrumental to who we are and what we do! We’re so thrilled to be welcoming you aboard again, this time in the Pacific Rim National Park, for your 6th – or is it 7th!? – sailing with us. Only a few short months away now!

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