The Finlander Fishing Co. is a brand that markets sport fishing equipment and apparel. The company's founder desired a distinctive logo to reflect the high quality of their products. The typographic design and layout hints at the nostalgic surf culture. The variety in letter width emulates the fluidity and varying patterns of wave cycles in the ocean.
The logo was designed to be compatible with many different species of fish native to the west coast, including tuna and yellowtail. This versatility allows for consistency in the logo while still being able to create variations for merchandise and apparel.
