Light affects the look of colour, this can also be seen in fish scales and also the colour of water. Iasg as a brand will reflect this to communicate the look and feel of Scottish marine life.
Exhibition: Each section will have an appropriate colour that runs through the particular subject area. These colours are directly taken from the inhabitants of the Scottish coastline and should evoke this when the museum visitors are viewing the exhibits.
Typography: The weighting is elegant because there is a certain fragility about life at sea and hooks for catching fish have a certain elegance about them.
Colour: The colours chosen evoke the Scottish marine life, the rolling seas and all the variations, tones and colour found within, which are affected by transitions of light.