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The development of the logo design for Miami based Deep Sea fishing adventure company "FairWarning".
Published:
FairWarning Logo Design
Inspiration Board #1

The first mood board was generated based on the basic keywords as described in the initial briefing. As it was very general all aspects of seas sports and adventure were taken into account. In addition to this there was a need to understand some of the colors that are involved in the corporate livery.

One of the things asked for was a requirement for the designer to show influences of related and non-related icons to get a feel of the style that may insure in the next stage.
Inspiration Board #2

The second set of inspiration boards was more specific and contained more related images of logos related to the area. Also color swatches were explored to get a feel for the sea theme.

It was suggested at this point in the development that the logo should have a some negative space or gestaltist aspects if possible to include in the design.
Inspiration Board #3

The third and final inspiration board was solely based on the subject at hand. Redefined in messages between client and designer. A great deal more swatches were looked at, as the client sent through a list of key colors to consider in the development of the logo and brand.

One aspect that was looked at in more detail at this point was the typography. Some research was given to the area of boat naming, and a discovery was made that many of the boats had a specific scripted font look to their names. It was suggested that the company logo followed this through in the design aspect, if possible.


Mood Board #1

In addition to inspiration boards, mood boards were created. This was to give more scope to ideas and development based on images that influenced the designer. These images at the start were more random and was directed toward sea and sea life.

However, as seen on the upper board, the words were added to also give some reason to the actual path of thought the boards took.
Mood Board #2

The development of multiple mood boards came about after staged discussions were done between client and designer. In each stage there was the inclusion of a few more elements of information that could be taken into consideration.
In the case of this mood board, the aspects of deep fishing were included as a primary element to the design.
Mood Board #3

After another review of the research development in was decided that the aspects needed to be closed into specific areas of concern. A list of types of fish caught in the business itinery were given, and from this the third mood board was generated.
Mood Board #4

There were some changes required before the project could continue. These were namely inclusion of themes such as tropical.
these were added in the form of images of palm trees and the green swatches.
Typography Inspiration Board

At the start of the project there was no clear indication of the type of font that was required for the project. The research showed several aspects that thought it could be considered to be sympathetic to the design. Namely these were the nautical feeling, and script type fonts that seemed very common as name plates at the rear of pleasure boats.

Even though that was a key element to the design development, it was thought to include several other type styles to allow choice.
Typography Inspiration Board

One of the typefaces chosen for consideration was Zapfino.
Although very fanciful in lowercase, the uppercase variation had some qualities.
Typography Inspiration Board

One of the type inspiration boards highlighting some of the aspects of the different fonts, that could be considered to be included in a hand crafted font.
Typography Inspiration Board
Concept Board #1

The first set of concept images were looking at more abstract versions of the marlin fish. this was in an attempt to give a more modern and fresher look at the design. The search was made to look at distinctive shapes in the fish's shape. Curves seem to be the best angle on this.
Concept Board #2

The second concept sheet. Looking at sketching out more angular images of the marlin fish. A shape was seen in the form, that gave the image of an arrow. Some of the designs were constructed to give a look of movement forward, as an arrow would.
Concept Board Final Board #1

The first phase of designs included this attempt to draw a connection between the fish and man. This was achieved by placing the fish leaping out of the water and having the gestalt effect create a man diving in the water as a merged tail of the fish.
Although the symbolism seems to work, there is a weakness in the overall design and looses strength in it's shape and form.
Concept Board Final Board #2

First of the more simplified icons. After much research looking at leaping marlin fish, and trying to find a reference image that was at the correct angle. The following minimal image was created, with a hope to focus on the important aspects of the marlin, as it leaped out of the water.
Concept Board Final Board #3

The original starting point where the palm tree played a part in the design. The hope was to allow the tail and the tree to become one and have a flow with the shape.
Concept Board Final Board #4

One of the aspects that was commented on in the briefing and mood board development, was the desire to show tropical. In an aim to achieve this, a concept was born by which the shape of the leaping fish could also be a reflective shape to the palm tree that grew behind it. The aim also was to make the shape become more badge like and to retain the main body of the icon inside a circle.
Concept Board Final Board #5

As the process of developing ideas grows there was a need to look at different ways to present the same object. To explore more, the marlin was used in a reverse out mode, so a distinct block could be seen. This allowed a little more creativity in the style.
Font revision

After the client had been given time to review the submitted first stage suggestions. It was decided that the hand crafted font was a little too fancy. So a second wave of typography boards was taken into consideration.
This meant that the research was extended to several websites, as well as fonts on computer.
The requirement for the client was to have a font that was script style but with some weight. By nature script fonts are slight, due to their hand written feel and look.
It was asked to explore possible alternatives to this, and it was discovered that Albertus Medium had some liking to the overall look, by the client.
Style development

While the typography was being sorted, other designs were taking shape as far as the icon goes. The shape of the marlin needed to be fine tuned more. And in the process the look needed to give a sense of danger and adventure.
The resulting Marlin was produced, and contains some extra flash lines and stronger points.
What was decided with the font was to take two, that were most liked, and to modify them to give the feel that the client was looking for. One of the fonts is above (Albertus Medium). There was some changes to make it less serif and to add some of the curls on the "R", "W" and the "G".
Colour Test #1

The second font that was decided upon, was Zapfino. This was very classic script style, so some work needed to be done on it to make it heavier and less script like. The result can be seen above, in the first of several color tests.
Colour Test #2

White color test on the more romanesque type design.
Colour Test #3

One of the options that was asked for was a silver look. This is one of the test aspects that was to show a metallic feel to the typeface.
Colour Test #4

This was the same silver test on the alternative typeface.
Colour Test #5

During the development the client requested that there could be some abstract water beneath the type in the same style art the new fish concept.
Colour Test #6

Each concept was done in each colour mode they requested.
Colour Test #7

This is the same water effect with the alternative text.
Colour Test #8

And in white.
Colour Test #9

The client ask that a more abstract fish to be considered. After some consideration, the combination of water , speed and flow resulted in this design of a marlin passing through water.
Colour Test #10

It was rendered out in the chromes.
Colour Test #11

This is the white rendering of the fish in water
Colour Test #12

The design of the abstract marlin was based on trying to capture the same feel the tails and descenders have on the typeface, so that the icon element of the logo would be sympathetic to the typography as well.
Evolution of the final fish

During the development of the (now) final fish, several stages were considered. The client decided to move away from the abstract fish and back to the leaping marlin.
At one stage it was considered to have the shapes of the marlin be companioned with a bowing palm tree.
After six evolutions, it was finally designed to have a lot of sharp points and flash lines. This was to help embody the idea of speed and danger the client wanted included in the design.
After the typography and fish was complete, the client discussed the need to show three fish as variations of the logo. The other two fish were to be yellowfin tuna and a tarpon.
To maintain the proportions, it was decided to try and retain the style and shape of the original marlin.
Above are the two final extra fish, along with the lead marlin.
Final Logo

After a little discussion, the client wanted to also include a reflection of the original logos wave formation in the new logo. Several versions were proposed and the final effect is evident in the completed logo above.
Some extra work was done to achieve some better proportions between the wave the fish and typography.