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PROJECT: Logo, Stationery BRIEF: Design a custom logo for an upscale mail order catalog company that specializes in fish-themed art, sculpture, and gift products from over 100 vendors. Avoid cliché “fish” concepts but capture the sense of casually elegant aesthetics represented in the company’s products. SOLUTION: Incorporating an abstract fish illustration by artist Jocelyn Slack (with her permission), a logo was designed to capture the essence of this catalog company’s aesthetically-aware customers and vendors. Its straightforward geometric shape is offset by the organic lines of the fish and typography, playing both classic and primitive art forms off of each other—as do the many product lines offered in the catalog.