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Roo + J

ANIMAL LOGO: KANGAROO

Moodboard:

I looked specifically for a kangaroo mid-bounce, although I included one where it's turned to the camera. There are a couple of these that I'm going to try sketching out.

Sketches:

Concepts:

Final (for now):

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LETTER LOGO: J

I decided to make up a dive shop called Jake's Dive Shop that sells scuba and underwater adventuring gear. 

Inspiration:

DiverScuba Tank

Sketches of the letter and elements of diving:

Some in-Illustrator exploration:

I really liked the idea of using the negative space around the scuba tank for the J. I also considered doing a snorkle as well, but the tank speaks to more serious divers while still being iconic. I also started working on a color palette to work with this concept. 

And narrowed down to two different versions:

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