Identity · Posters · Apparel
St Johns Yacht Club
A community-organizing, funky hip-hop, friend-making machine.
St Johns Yacht Club is Elin McLain’s band, and a brand he and Chris McMurray built to exist beyond it. Elin designed the identity.
The logo system includes an anchor circle (standard, left stack, and vertical stack), a rope circle, an icon-in-the-O wordmark, a vertical interlocking SJ with calligraphic script, a hand-drawn icon, handwrite and marker-stack lettering, arc type, a “Portland’s Funkiest” tagline lockup, and sub-logos for Get on the Yacht and The Night Shift.
Gig posters here cover the Havalina series, The Night Shift in 2026 (a monthly residency at Havalina, in St Johns), a St Johns Music Festival 2026 poster, Marie’s, a Midtowners pop-up, Foster Summer Soiree, and 45th Parallel Wines. An ice cream sub-brand sits beside that: flavor posters, a pint mockup, and banners. The set also includes apparel, a sticker, a vinyl mockup, album and song art, and a private-events card.
The Night Shift sub-brand is black and red. The site is stjohnsyachtclub.com.
Outcome
The brand and the music built an inclusive community around the band. The band holds a residency at Havalina in St Johns, The Night Shift.
The nights led to private bookings, including birthday parties and an event for the Multnomah Channel Yacht Club, whose members now come to The Night Shift. People proudly wear the merch at shows. Merch is printed on premium tri-blend track-style blanks, not bargain tees, as part of the brand standard.
- Client
- St Johns Yacht Club
- Role
- Identity, posters, and the pieces around them
- With
- Chris McMurray
- Years
- 2022–2026
- Where
- Portland, Oregon
Deliverables
- Logo system: anchor circle, rope circle, icon-in-O, interlocking SJ, hand-drawn icon, lettering, arc type
- Get on the Yacht and The Night Shift sub-logos
- “Portland’s Funkiest” tagline lockup
- Gig posters and The Night Shift residency posters
- Ice cream sub-brand
- Apparel, sticker, vinyl mockup, album and song art, private-events card
Color
Brand guide
Colors in the brand-guide file in this archive.
Deep blue
#005F7C
Sky
#85BCDC
Teal
#50C1B8
Yellow
#FFC729
Pink
#F072AB
Olive
#919A3D
The Night Shift
Sub-brand.
Black
#000000
Red
#FF0000
Images
TODO · Still to add
- An earlier color list was close to this guide and not the same (#0CA89E, #85BDDD, #FFD100, #F177AE, #929B3D, plus off-white and graphite). The swatches above are the guide in the archive.
- A supporting typeface, if the brand guide names one besides the hand lettering.
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