The Dive Bar — Brand Identity for a St. Thomas Marina Bar

Logo Design · Brand Identity · Brand Board & Style Guide

There are two kinds of bars in St. Thomas. The ones built for the cruise ship crowd — frozen drinks, souvenir cups, reggae on a loop — and the ones the locals actually go to. The Dive Bar is emphatically the second kind.

Located at Compass Point Marina, The Dive Bar is a no-frills hangout for the marina crowd — the sailors, the dive instructors, the people who live on the island year-round and have strong opinions about when tourist season ends. The name winks at scuba diving without committing to it. The vibe is cold beer, good company, and absolutely no umbrella drinks.

The Work

The brand had to do something specific: feel authentically worn-in without looking like it was trying to. That's a harder brief than it sounds.

The primary logo is built around a bold anchor — classic maritime without being nautical kitsch — wrapped in a ribbon banner that grounds the wordmark. The "I" in DIVE doubles as a scuba diver, a detail that rewards a second look without screaming for attention. A compass rose, a ship's wheel, and a diver silhouette round out the graphic element library, giving the brand flexibility across merch, signage, and collateral.

The color system is as stripped down as the bar itself — black, white, and a single hit of red. Nothing tropical. Nothing that says "gift shop." Just a mark that looks equally at home on a pint glass or a staff t-shirt, which as it turns out, is exactly where it ended up.

The Result

A brand identity that earns its place on the wall of a marina bar — and looks like it's been there for years.