Av pier 5

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Maximalist and illustrative logo for a fish market that captures the spirit of the nautical and maritime aesthetic. There is a fish shape in the negative space within the bowl of the number 5. 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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