Fish logo - Clothing Company & Sportswear Label design.

Client: Puff Nation Clothing Label
Design Category: Clothing and Sportwear Company
About: A logo design for a clothing company and label markting to the hip hop/skater markets.

Logo Brief: The client wanted a Puffer Fish as the main focus point of their logo. In order to play up the 'attitude' aspect of the planned clothing line, the fish was to be either void of emotion, or portrayed with a slight look of anger and/or unhappiness. The fish was also to be portrayed in 'puff mode' ie: inflated.

As the logo was to be reproduced on a variety of media and fabrics, it needed to be as bold, simple and graphic as possible. Planned uses include reproduction on clothing, hats, shoes, and other related accessories. To accomplish the simplicity required, the fish was created from very simple, and easily reproduced, graphic shapes. Color was kept to a minimum for further ease of recognition.

The original logo designs (above center) featured a distressed font and tagline, but in later versions the icon, once established, was to stand on its own.

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