01 — Color Palette
02 — Typography
Bay Current Diving
Hull Cleaning · Zinc Replacement
I've been working the Bay for over fifteen years. Bay Current is just me — no dispatch, no subcontractors, no surprises. When you call, I pick up.
15+ Years · SF Bay Licensed · Commercial OSHA
What We Do · Services · SF Bay
(209) 552-6958 · Fisherman's Wharf
Get a Quote
03 — Logo System
Logo Mark — Explained
Hull arc — the curved line represents a boat hull cross-section viewed from below the waterline. Waterline — the horizontal Current-blue line separates above from below. Vertical drop — the diver descending to work. Signal dot — the surface marker buoy: orange, visible, precise. Works at 16px (favicon) through billboard. Embroidery: use hull arc + signal dot only at small sizes.
04 — Icon System
1.5px stroke weight. Line-only. No fills. Current blue (#2F6B8A) on light backgrounds. Fog (#F2F1EE) on dark. 24×24 grid.
05 — Visual Atmosphere
Photo Style
Desaturated, slightly cool. Natural SF Bay overcast light. No filters. Close-up textures. Real work, real gear, real water.
Instagram Feed
Before/after hull shots, dock life, underwater stills, equipment detail, and type-only quote cards. Consistent desaturated palette throughout.
Caption Voice
Short and direct. "Hull cleaned on a 38ft commercial before sunrise today." No hashtag spam. 3–4 targeted tags max: #SFBay #HullCleaning #CommercialDiving #FishermansWharf
06 — Copy & Tone of Voice
Calm. Confident. Direct. Human. Sounds like a real SF Bay working diver with modern taste. No startup buzzwords. No upsell language. No corporate jargon.
Instagram Bio
Commercial hull diver. Fisherman's Wharf, SF Bay.
Hull cleaning · Barnacle removal · Prop inspection · Zinc work.
Call or text Tony ↓
(209) 552-6958
SMS Auto-Reply
Hey — got your message. I'll call you back within the hour. If it's urgent, call direct: (209) 552-6958. — Tony, Bay Current Diving
Google Business Description
Bay Current Diving is a one-operator commercial diving service based at Fisherman's Wharf, San Francisco. Owner Tony provides underwater hull cleaning, barnacle removal, prop inspection, and zinc replacement for commercial fishing boats and private vessels throughout SF Bay.
Business Card / Word-of-Mouth
"Tony does the work. Straight price, straight answer, done on time."
— Commercial fisherman, Pier 45
07 — Workwear & Decals
Embroidery
Use wordmark only: BAY CURRENT / DIVING in Syne 800, two lines, chest-left patch. Logo mark works as standalone badge. Signal orange thread on charcoal or navy. Never embroider the full lockup at under 40px equivalent.
Boat Hull Decal
White on dark, high contrast. Single line: BAY CURRENT DIVING · baycurrentdiving.com · (209) 552-6958. Logo mark at left. DM Mono for contact info. No colour — white only. Cut vinyl preferred over print.
Truck / Vehicle
Rear window: large BAY CURRENT DIVING in Syne across full width. Phone number in DM Mono below. White on dark tint. Door panels: logo mark + wordmark only, no taglines.
Clothing Palette
Charcoal Carhartt work shirts. Navy or black waders. Black coveralls. Signal orange as accent stripe or patch only. No bright prints. No loud graphics. Workwear that looks right on a dock.
Equipment Stickers
Tanks, cases, toolboxes: logo mark + BAY CURRENT DIVING in one line. Black or white depending on surface. Domed vinyl or anodised metal plate for marine environment durability.
Business Card
Ink background. Logo top-left. Name: Tony in Syne 60px. Role in DM Mono. Phone, SMS, email as three lines DM Mono. Matte laminate, 400gsm minimum. No rounded corners.
08 — SEO & Digital Guidelines
Target Keywords
Animation Rules
Fade-up on scroll. 0.7s ease. Stagger cards by 80ms max. No parallax — performance impact on mobile. Nav blur activates at scrollY > 20px. Process steps animate on section entry. No autoplay video.
Mobile Behaviour
Sticky "Call Tony" replaces nav links on mobile. Services: 2-col grid. Hero type: clamp() fluid scale. Process: vertical stack. Contact methods: 48px+ tap targets. No horizontal scroll.