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Johnny Cabo, a sportswear company, wanted a logo that had ‘life’ to it. It had to be fun and evoke the summer sun and sea. Their tagline, Siempre Feliz, was not used in the logo mark, though as you can see below, it was used in advertising and banners. Since ‘be happy’, their tagline, was essentially how they ran their business, it was important to make people feel a sense of lightness and happiness when they looked at this logo.
The jumping fish, hovering just inside the setting sun is the perfect concept for this particular business. The logo makes one want to be in the Caribbean, sitting by the beach watching that same sunset. The cool blues and the warm yellows and reds adds to that feeling of summer by the sea and only makes the brand that much richer.