Lil’ Guppies Logo and Business Card

This project was to create a logo for a kid's scuba diving school that was a new business looking to differentiate from others in the market. I was the sole designer on this project and started by researching some of the competition in their area. I noted that other scuba schools went with "cute" designs and I wanted to create something that would appeal to both parents and children without overdoing the cute factor. I created many sketches of things related to the ocean, schools of fish, diving and swimming. After receiving feedback, I created a few more iterations after deciding to go with the "school of fish" theme.

I chose a monochromatic color theme in blues to match the ocean and create a calming effect. The font chosen was used for it's easy legibility and the stroke weight matched that on the fish. I created a larger fish guiding a smaller fish to show protection which parents choosing a scuba school for their children will be most concerned with initially. I mimicked the curve of the fish in the text to create movement in the design.

Alternate color scheme that didn't make it to the final round of revisions.