The client was starting a woodworking business in the Fishtown area of Philadelphia. They reached out to me for help with logo and branding. I gave consulting on the business name, and recommended "Fishtown Woodworks" due to it scoring high in SEO and the domain being available. The client wanted to incorporate the iconic Shad fish that Fishtown got its name from.
The final product, with wood-burning effect added to the mockup.
I started with a series of sketches, feeling out the combination of a buzzsaw with a fish. Eventually the client went with the first sketch.
Once the sketch was chosen, it was refined into vector and then tested with colors and different wordmarks. The blue and green were specifically sourced from images of the Shad fish, and presented as "Shad blue" and "Shad green."
The final logo was further refined, and variations were made including B&W, color and white/negative.