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The client wanted to create a logo identity with the R. So if the R were by itself, their customers would know it was Rainy's Fly Fishing. Plus, the R would look great as a bumper sticker on the back of a truck.
So I designed a fish jumping out of the water inside the shape of the R. I had to make the fish shape very generic because they do provide hand-tied flies to a variety of fish. Like what the slogan says, "Flies for Every Appetite."