Angelfish Breeder and seller logo design

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This customer received 45 logo designs from 10 designers. They chose this logo design from TJBerg as the winning design.
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Logo Design Brief
I need a new logo for a fresh water Angelfish breeding and selling company. I have developed a unique look to my angels by bringing breeders from the east which are a bit "tougher' looking and have let them all select their own mates to create a new blend of east coast tough with west coast style and flow. We raise the fish naturally and are not a big breeding co. with fish in tiny tanks, culling all the little ones that aren't perfect…we keep ours and if the damage is not genetic and it rarely is we give them the opportunity to find their own mate.. I guess you could say I have organic approach to breeding. i like what comes naturally and I'm not worried if they are truebloods or not as long as they are beautiful and happy and are a little wild. We love the surprises. Our logo should somehow show our potential clients that we do things a little differently at Cali Angels. that there are fish here that they won't see anywhere else. That we believe happy, contented fish. I think playing off the c and a in cali angels could be fun since I live in CA. Freshwater as opposed to saltwater is also very important but doesn't necessarily have to be stated
Updates
Hi all. Thanks for submitting your designs for this contest. I'm getting some really great logos. I those of you that haven't submitted yet I have seen plenty clipart angelfish. Be bold, be graphic be original. it only takes a few bold strokes to create and a or and angelfish. I'm going to be making my decision in the next couple of days. The leaders have taken a chance and done something a little different. I'm not a fluffy kind of angelfish breeder. These fish are bold, beautiful and ornery as heck. I call em my little bas…. well you know the word. Thank you everyone.
Added Saturday, September 27, 2014
Target Market(s)
Online sales to other mostly male high end collectors/breeders, some pet stores. on line selling on aqua bid.com the ebay for fish
Industry/Entity Type
It Company
Logo Text
Cali Angels (freshwater angelfish)
Logo styles of interest
Abstract Logo
Conceptual / symbolic (optional text)



Wordmark Logo
Word or name based logo (text only)


Lettermark Logo
Acronym or letter based logo (text only)



Font styles to use
Look and feel
Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.
Elegant
Bold
Playful
Serious
Traditional
Modern
Personable
Professional
Feminine
Masculine
Colorful
Conservative
Economical
Upmarket
Requirements
Must have
- I need the message to be clear and not feminine. Angelsfish breeders for the most part are men.
Nice to have
- more a focus way we don't go with the flow like most west coast breeders . People will see angels on our site that don't really exist any where else. Some would call them Mixed breed we call them Naturally amazing, beautiful, tough and who knows what the offspring will have. Surprises are great!
Should not have
- No stuffy logo please this a business but it's business of passion and affects angels have on us who love them. Sometimes calming, funny, aggressive. Look at the face of the yellow angelfish picture and tell me it's not about personality See how bold the black and white angel is. We take the east coast wide fins and then we made them longer and prettier thats what we do in Cali