Company – Angling Publications Ltd was formed in 1988 and are considered to be one of the top publishers in the angling industry. They publish 3 magazines aimed at the carp fishing industry and also publish various books.
Brief – Recreate the current logo with a modern look. Because of the long establishment in the industry, the logo must be easily recognisable as the same company.

Current logo (below)

 

 

 

 

 

There was a certain nostalgia about the old logo that was going to make this a challenging task. Previous attempts by other designers had failed to convince them and so I knew it was a chance to roll up my sleeves and show them what I can do.

 

So, this lead me to my first shot, manipulating the older look and elements into a modern, clean and professional look. My employer liked early stages and was a chance to make them pick out the elements they liked to reach the final stages. They liked the simplicity of the top left design but felt it wasn’t immediately obvious what the graphic was. The other elements they liked from the logos was the bottom fish, and the orange sun triangles.

 

 

 

 

 

 

Having now a better understanding of what they wanted to achieve, I pulled together the elements and created these 2 designs. I also suggested that the different variations of these 2 designs meant that the style could be easily accommodate space limitations across many situations e.g. letterhead, business cards, invoices, banners etc.

 

 

 

 

 

After a few tweaks and a tidy up, this was the final version.