Cruz Fish Workz
My wife’s co-worker, Dave Cruz wanted a logo so that he could sell fishing supplies
- hats, shirts, reel covers, etc. So, he asked me to create a logo for him.
He wanted something kinda like the Mexican flag but with a Tuna instead of a snake,
and seaweed instead of foliage.
I think this one turned out pretty well to cover all those bases!


MOOD BOARD
PHOTO REFERENCE
I used this carving of an Eagle for photo reference that my father-in-law got in the Philippines, and later gave to us.
ORIGINAL SKETCHES & THUMBNAILS
FONT EXPLORATION
FIRST DRAFT
Client liked the design but wanted the head of the fish to look more like a Tuna.
SECOND DRAFT
Fixed Tuna Head and fish body color. Also widened Eagle wings, and a new font and logo color treatment.

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