Phlotilla needs an upscale logo for an online sailing community / app

Phlotilla

Phlotilla is an online community of sailing, yachting and boating enthusiasts. Area's of focus include: racing, cruising, voyaging, day sailing, sportfishing, and oceanographic research. Central to this app is an easily searchable yacht register (database) of boats allowing users to identify specific vessels and view details, history and a photo gallery of that boat.

With no specific design or elements in mind, the following thoughts are offered to provide some direction:

While ultimately a publishing company, we see Phlotilla as a luxury brand.

The winning design will blend engaging, clever and sophisticated in an efficient, contemporary way to appeal to an educated, upscale demographic.

Without being kitschy or campy some subtle, reference to a nautical theme is sought. A wave, sailboat(s) silhouette, compass rose, masts, flags (triangular or swallow tailed), horizon or other images of this kind could be appropriate.

In general, for this design less is probably more. Incorporating design elements into the word Phlotilla is favorable to having an accompanying icon.

Flotilla - defined as - a small group of vessels moving together (hence community)

Phlotilla was inspired by Lloyd's Register of American Yachts, published from the late 1800's - 1977. When passing on the high seas or at anchor, yachts were identified by referencing the owners personal flag. Lloyd's included an image of each registered owners flag, which could be used to identify the yacht owner and from there the yacht and related details. We ARE NOT trying to relaunch LLoyd's, but offer this information simply as background.