“Give a man a fish, feed him for a day. Teach a man to fish, feed him for a lifetime.”


Fisherman is a startup that I am involved in as its Creative Director. One of my jobs is to create and curate the brand image. We wanted something that was modern, clean, yet nuanced and sophisticated - something that looks easy on the eyes, but hard to duplicate. And additionally, since one of our missions is to help create websites for restaurants, and to teach in how to use them, the logo needed to somehow convey our message.

The final logo decided upon was created using various circles. I wanted to play around with this method after having seen it be used countless times. Although not my original intent, the final logo actually became a play off of the sign for yin and yang. Additionally, the cylical nature of the fish, was used to convey our goal of not only in creating but turning it around to our clients and teaching them to use our platform.

The logos created was one with an icon and one without, just to give some flexibility in its uses.

Originally, there were many concepts and ideas being thrown around in its early development. It was not until a step back was taken, to really digest all the needs and goals of the company, before the final logo was made.