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To create a logo/icon for the Northern California town of Mill Valley - a design that would be easily reproduced and readable on merchandise such as caps, jackets, bags, etc.
Although the Chamber of Commerce was wary about this, my strategy was to avoid showing the actual downtown landmark buildings - the theatre, the lumber mill, etc. The charm of the town is trees and the quiet setting in the valley beneath Marin County’s Mount Tamalpais with plenty of nature - hence, the red-tailed hawk.
Locals love the design and are proud to buy the merchandise featuring the logo for themselves, friends and family.