Logo Experimentation: Pier 5 Fish Market
One way I keep my creative mind fresh is with an exercise I call Logo Experimentation. This exercise involves the development of logos for completely fictitious brands, or non-commissioned logo redesign for existing brands.

Usually, I take this exercise beyond just logo development, by thinking about how corresponding materials like business cards would fit within the brand.

This set is a logo for a completely fictitious fish market.

The idea came to me when I discovered that it was possible to achieve a fish shape in the negative space within the bowl of the number 5. Dubbing my hypothetical company Pier 5 Fish Market, I created this very maximalist and illustrative mark in the hopes of really capturing the spirit of the nautical and maritime aesthetic. Type is custom for "Pier" and also the number 5, which is hand-rendered to look like it was painted on a wooden sign with a very wide, worn-out, thick-bristled brush. It was important to me that the fish shape appear as a seemingly happenstance result of logical, real-world brush strokes; I wanted it to appear as a "happy accident." The addition of the life preserver takes the emphasis off this negative space gimmick, allowing one to slowly discover the fish — and hopefully smile when they do.
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