A friend of mine was rebuilding a river dory and he asked me to create a mark for it. Once I learned that the boat would be called Finripple, I was all in. Perhaps some designers could resist working with such an evocative name, but I am not one of them.
The name of the boat led to a series of studies in which I tried to create a cutthroat trout out of water ripples. The illustration was quite challenging and it eventually evolved into this logo, but only after several versions were executed.
My client fell in love with this symbol at first sight. For him, it reflects all of the blood, sweat, and tears that he has invested into the river dory. For me, it represents all of the challenges and difficulties of illustrating a good idea. In this case, the concept was the easy part of the project.