BELOW ARE ALL THE DIFFERENT VARIATIONS AND EVOLUTION OF THE ABOVE DESIGN FOR A SAN PEDRO, CA "SEA TO TABLE" FRESH FISH DELIVERY COMPANY CALLED "DEDICATED FRESH". THIS COMPANY ENGAGES IN BOTH THE FISHING AND DELIVERY OF FRESH FISH RIGHT TO THE CUSTOMER'S DOOR. THE PROCESS STARTED WITH A BREIF TO SIMPLY TURN THE SKETCH LOGO (TOP LEFT IMAGE BELOW) INTO A PNG FOR THE CLIENT'S INSTAGRAM PAGE. I TOOK THE IMAGE AND SIMPLY TRACED IT WITH ILLUSTRATOR. I SHARPENED THE DESIGN AND LET THE CLIENT CHOOSE FROM DIFFERENT THICKNESSES. THE CLIENT WANTED ME TO BE CREATIVE WITH THE DESIGN BUT INSTRUCTED ME TO MAINTIAN THE "SHARPNESS" OF THE LOGO. IN ORDER TO MAKE THE FISHING ASPECT OF THE COMPANY STAND OUT IN THIS LOGO, I TURNED THE "D" INTO A FISHHOOK STYLE USING GRIDS AND PLACED THE "F" INSIDE THE LETTER "D". THE CLIENT WAS PLEASED WITH THE CREATIVITY PUT INTO THE "D" AND ASKED ME TO GET CREATIVE WITH THE "F". I REALLY WANTED THE "F" TO EMBODY "FRESH". I USED LOGO GRIDS AND A FEW SIMPLE STROKES TO TURN THE "F" INTO A FISH USING IT'S NEGATIVE SPACE. THE CLIENT WAS FULLY SATISFIED WITH THE FINAL DESIGN.
