Today we’re focusing on picking a fish icon direction, we’ll try different typographic approaches with the Ritafurey font in the next round, once we’ve settled on our fish. So for now, you’ll be seeing Ritafurey bold italic as the default font.

Overall, I’ve pulled back on the abstraction making the fish read as a Betta fish, using the 3/4 angle as discussed in Creative 1.0 to communicate action (except for fish E). Also, you’ll notice that I added details such as a mouth and fin lines. The comps are still in a sketch state, although they’ve been digitized. I’d be further refining them to make things nicer/prettier.

The presentation contains three stylistic directions:
A&B: Translucency | C&D: Lines | E: Silhouette

I’m recommending Directions A and D for the following reasons:

• the tighter curved fish conveys more energy, and is better to work with type inline because it’s more compact

• the level of fin detail in A will reduce to a small size nicely, the more fuss in the fins, the messier it looks at a reduced size

• the contrast of lines to solids in D is quite nice, especially in the undulating tail area

DOWNLOAD THE PDF PRESENTATION: download

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PROJECT OVERVIEW & SCHEDULE
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Creative 1.0
A variety of fonts and stylistic approaches were explored, to identify the correct Akimma brand tone. Several fonts were identified as appropriate, a few of the fish sketches were chosen for further exploration.
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Creative 2.0
The chosen fonts were paired with several versions of the fish. The fish logo was fully explored from extremely minimalist (aka Nike swoosh) to iconic single color applications. It was felt that the logo icon had perhaps been pushed too far, and that the identifying characteristics of the Betta fish had been lost. Ritafurey was chosen as the brand font, however, concern was expressed over the readability of the lower case a.
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TODAY: Creative 2.5
We’re focusing on the fish icon, three styles are being presented. Once one direction is chosen, I will be refining the drawing and beginning to explore one color, and multi-color variations as well as various type positions.

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purchase Ritafurey font
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SUNDAY OCT. 3: Creative 3.0
The chosen fish icon will be refined, and presented. Accompanying font directions will be explored and presented.
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SUNDAY OCT. 10: Creative 4.0
Final logo set will be presented
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MONDAY OCT. 11: FILES DELIVERED
We’re all done.