Fish Executive Leadership Group is a firm dedicated to helping senior executives solve complex people problems to ensure they have the most effective leadership in place to reach the company’s strategic objectives.
At the onset we were told by the consultant working between us and FEL to avoid any fish or sea imagery and we were not to even discuss it during exploration with the client—a type-only logo was wanted because they were particularly fond of a type-only logo in our portfolio. When we made our first presentation of type-only logos, the president of the company wondered “where’s the symbol?”. A second presentation round with symbols, sans fish imagery, met with much the same response. Only after a phone conversation with the president did we learn that she was very open to fish imagery and she was genuinely surprised at the instructions we were given. A third round disregarding the original instructions netted us an approval.
The client loves the new logo and it has been very well received in their market segment, helping them increase their business.