"FIN" is a new concept fish market in Cotuit, MA. I was tasked with creating a logo for them, a wrap for their van, designing their store front, and a few different wearable merch items. Their logo had to be bold and recognizable, while also having a minimalistic look to it, they wanted their store front and van to "stand out", and they wanted their merch to look fun and hip.
Adding actual fish fins to the typeface was an easy start, but they wanted this logo to stand out. So I decided on a thick heavy font and added some texture to help give it a rougher look, and does anything stand out more than bright orange? Didn't think so.