“Logo is for the Sitch carp Syndicate, a carp pool in the West Midlands, UK. The pool have rebranded to try and attract new carp fishers. I’ve taken a classic carp shape and dissected it to create letters that spell the word SITCH. I first hit on the idea when looking at the tail, which looked like a H. The colours are sampled from the scales on an actual carp. It’s very simple but instantly communicates fish and fishing.”
Credits: Jim Deaves
I think this misses the mark as far as spelling SITCH with he fish. I also think that the type could be more interesting rather than a long line of text.
interesting idea didn’t really come together though, i couldn’t read the sitch until he pointed out it was there
It is necessary to make a lot of effort to read the “sitch”.
The idea itself is not bad, but bad implementation: the letter “s”, “c” and “h” is not read.
If the graphic sign post with no text, it will generally be impossible to guess what is written.
When I first saw the fish, I thought you were trying to write something, but I really couldn’t understand what. Only after reading the text I saw the letters, but they’re not clear, even so. Beautiful image and font, but the gradient and the blocks make me see a stone fish.
Long time lurker first time poster. Downvoted for trying to be too clever (actually would say the same for the owner’s website (tolkien quotes, chess shots, naff Drew Barrymore Donnie Darko quotes ‘cellardoor’).
Agree with Nick’s gradient comment and the readability issue seems way way too significant. Nice on the eye but misses the target market too (these are bacon sandwich eating carp fishermen(persons)). More of a high school project.
I couldn´t read SITCH in the fish shape in a million years! i would try for a more friendly design scheme.
The corporate/clean typeface with the contemporary graphic clash as an overall piece. The gradient is terrible (personal taste) and the colours aren’t brilliant – your reasoning was good to see, but unfortunately doesn’t always make it a successful solution.
Text needs more work. Anyone seen the caviar bar logo?
See here under Logo trends – Encrust logos
http://www.logolounge.com/articles/default.asp?ArticleID=680
Similar treatment, but successful execution.
I think this is a nice piece. Cleverly thought out and well implemented.
On the contrary to what Arron Lock I think the typography is just right, more work on it would be leave it unbalanced and clunky.
Why are people so fixated with the fish being perfectly readable? It is a graphical representation of a fish, not a graphical representation of the word ‘SITCH’ so therefore the most important thing it that you see a fish. You have all pretty much made clear you see a fish so job done. The letters making the shape of a fish is simply a clever and intuitive way of giving the person viewing the logo a reason to look again and even talk about or show it to another person. All good when talking about a logo.
Also this website is about logos not brands not implementation across the board so Paul Plahotya’s comment about if the icon was apart from the typography it would be “generally impossible to guess what is written” is totally irrelevant as is about the logo as it is in its current form. Who’s to know what formats and materials it will go on, maybe it will only ever appear with that typography somewhere near it or as it is now. That would surely be figured out in the brand guidelines and architecture.
The reference Adamo makes about the Caviar Bar logo is true in the sense that its similar idea however on the basis of what people have been saying here that the icon is unreadable id love to know how many people could read the caviar bar logo icon if isolated from the typography… probably not many at all, however it is very nice.
As for Jane Burman’s comments, I think you should have stayed with the status of lurker. Your irrelevant and non-helpful comments about the owners website have nothing to do with this logo and are against the spirit of this website. Leaves me thinking less that your comments may be of some help and more that you are a world class snob
@ Matt. Great post, nice to see a strong standpoint for a change
Although I do agree with parts of your comment, in defense for the accused (including myself), this site IS coined ‘logo design inspiration – daily’ and become quite a large hub for passionate designers. If we the designers, are not inspired, we will undoubtedly voice our opinions. Even if they come off overly brazen.
I disagree about the site only being about ‘the logo’, and not about the branding and implementation. Most discerning creatives know that an identity is a fundamental part of the branding process. The success and failure of an identity will all-in-all depend on how well it meets the company objectives and core values – this also includes brand integrity – the implementation of the identity thought there visual communications.
Although my original post was very subjective. I did point that out. The Caviar logo was mentioned as I believe it was a successful execution of what this designer was trying to create. Personally, seeing the hidden text straight away or not is not the problem… The problem I have is that when I do see the text in the fish – it just looks forced and unattractive – there is no thrill in finding it.
Adamo, thanks for your reply. I take on board what you say about the site. Also I agree that people will have their strong opinions, thats understandable. I suppose when I was reading the responses I was surprised, in particular by Jane Burman, her attack wasnt even overly brazen, it was just uncalled for. At least the other comments were about the logo itself. She went on a mini tirade questioning the designer as a whole. Seemed harsh.
My comments about this being more about the logo we more around the idea that we dont really now the usage for it and to say it will or wont work across the board is almost irrelevant as we dont know the brief and the need of usage. As said though, i take on board what you say.
Jane is a retard!
i quite like this. i see nothing wrong with not being able to immediately see the spelling of “sitch” in the graphic. there’s nothing wrong with a little mystery. how many of you saw the arrow in the fedex logo the first time you saw it?
i think it’s appropriate, a bit playful (fishing is a sport afterall) and attractive. well thought out.
and i agree with you matt – jane’s comments were unnecessarily aggressive. i think we’d all like to see her work as it must clearly be phenomenal.
jane? let’s see your stuff.
i like it, i do feel however, that the ‘C’ should have more of a hole where, C has.. its hole…
i think if that was done it would be more readable…
as for the fish vs type thing,
it is first and foremost a fish, and i like the fish, i have no problem with the gradient, carp is brown after all, i think it works for the target market. i would have liked to see something off the wall though, like a lumo green fish or something silly, but i think for what its meant for, it works.
The reason it is difficult to read, is not because it is unsuccessful, but because it is not a word that you know. when i saw it the first time i thought it said, STITCH, and grew agitated when i couldn’t find the missing letters. when i read, “Sitch”, i was at peace.
i think the S for the mouth is brilliantly done.
But that’s just me