New to Typophile? Accounts are free, and easy to set up.
A couple of months ago I started work on a mark for a furniture designer that specializes in custom cabinet designs. He suggested the concept of two whales in a circle, which fits a sort of yin-yang aesthetic. The client lives in Northern California, not too far from where there is whalewatching, and whales also suggest sustainability, which is an important part of the client's work.
I took a first stab at the design here. Upon visiting the Pacific Northwest, and going whale watching myself, I was inspired by the Native American woodworking designs of the orca whale. These designs are used in Native American woodcraft, including totem poles. I think that the orca works well, since it is one of the species that passes along the California coast up to Canada. I think that the Native American inspiration works well along the lines of sustainability. Also, I think the designs are wicked cool.
Here's my interpretation made into a logo for the client.
I want some feedback on how to refine, and I would also invite suggestions for a selection of type. I'm looking for a humanist serif that has the two middle strokes of the 'W' overlapping, like in Garamond, but not as stiff and mechanical.