We develop software and electronic equipment for sailing vessels and their crew that collects data, measures performance and helps to improve sailing skills. Think of us as a Strava or MixPanel for sailing.
Some keywords: sailing, data, performance, analytics and open.
Our audience are boat owners who are also early adopters and believe that data and technology can help them sail better. They are typically very serious with no time to waste. We want to inspire confidence and trust in our technological skills.
The name "lab" is because we are building cutting edge technology that will keep an experimental aspect to it, this is why we appeal first and foremost to early adopters. We want to embrace this. We do not want to appeal to the "tradition" or "old school" minded sailors who would rather keep technology as far away from their boat as possible.
A large part of our business is driven by competition and sailors trying to improve their performance over the other boats of the club against which they might sail every week. In that spirit, racing boats are usually very colorful. They use modern materials, slick lines. This is probably good inspiration for the logo.