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Go Green Fishing Lights Logo Design Critique Logo

Go Green Fishing Lights Logo Design Critique

Shane submitted this logo for Go Green Fishing Lights and left the following commentary.

“The logo is for a new company developing underwater lighting for docks, river ways, and deep sea fishing. The lights attract big game fish. The client wanted a simplistic logo with clean lines and somewhat contemporary feel to it. They wanted a marlin or swordfish to represent the brand because it is a big game fish with a fair amount of symbolism behind it. The lights employ a specially designed gas that attracts fish and burns brightly using electronic ballasts (opposed to the common magnetic ballasts). This is a market I have never worked for, so it’s very different for me. There are two major competitors with a color scheme of black and neon green (both of which the client wanted). The competition’s logos are also relatively abstract. So far they like the marlin/swordfish coming from the right moving to the left. I prefer it on the left moving over the type towards the right... the flow feels better, but, hey, it’s their choice!”

The following critique is based on one designer’s opinion and experience. I always appreciate the readers thoughts as well. So, I’ll ask a question of two in the critique, please share your perspective in the comments at the end of this logo design critique.

Design Principles

I wanted to start off this critique by showing the logo of the competition that Shane was kind enough to provide. As you can see, the combination green and black is popular in this industry.

Go Green Fishing Lights Competition

I also wanted to show a couple of the variations on the Go Green Fishing LIghts logo that Shane has shared with me.

Go Green Fishing Lights Logo Variations

I prefer the version at the top of this critique with the swordfish starting on the left and pointing to the right. Visually the eye flows over it better. When the fish is on the right, it goes against the grain (right to left) while the viewer reads left to right. In terms of typography, I prefer the contrasting fonts, color and size of the version at the beginning of the critique.

Question for the readers

please respond in the comments below

What do you think of the Go Green Fishing LIghts logo in comparison to the competitors logos? What version of the Go Green works best in your opinion?

Functionality / Versatility

Shane’s logo is clean and bold. It will work well as one or two color and in many applications. The same cannot be said for most of the competition logos shown above. I noticed the original version at the top of this critique actually has a mouth and slightly thicker line before the transition into the sword. While the mouth is a small detail that may cause some problems in certain applications, it seems to add more character and life to the swordfish. Maybe there’s a way to slightly rework the fish and maintain the general feel of the original.

Does the Logo Work for the Audience?

The logo communicates the concepts of big game fish and fishing well. However, nothing communicates the concept of light from a visual perspective which makes me wonder about the size relationship between ‘Go Green’ and ‘Fishing Lights’. If ‘fishing lights’ had more prominence than ‘Go Green’ it might be more immediately apparent to the viewer that this company makes fishing lights as opposed to offering some kind of eco friendly service or product. I’m guessing there is nothing eco friendly about the product since Shane hadn’t mentioned it.


To be truly unique among the competition I think the Go Green Fishing Lights logo would have to abandon the green color that appears to be the industry norm. Unfortunately, it sounds like the client has made this a requirement in your design. Perhaps, experimenting with other shades of green that are further away from the competition’s color palettes could be an option.

Question for the readers

please respond in the comments below

How would you try and differentiate this color palette from the competition? Would you abandon green altogether or just find other means of differentiation?


I’m not sure if it is intentional or not, but the ‘s’ in ‘lights’ extends beyond the right edge of the text above. I would suggest pulling the text back into alignment with the right edge of the text above.

Possible Improvements

Designing a logo for yourself or own business is one of the hardest logo designs you’ll ever work on. So what is the best way to improve the logo? Well I think have made some comments above that can certainly offer some direction. Here’s a list of actionable items.

  1. Refine the fish a little more. It appears as though you may have been moving away from the version with the mouth, possibly for simplification purposes, but I think you have lost some of the character of the original fish in the process.
  2. Continue to work with the color palette. Explore other shades of green (perhaps less saturated) as well as other secondary colors. I would also work on some options that don’t include the color green to see if it works and then present them to your client.
  3. Adjust the alignment of the ‘fishing lights’ text so that it is inline with the text above.
  4. The company name presents a tough situation where viewers may perceive the company as a ‘green’ or eco friendly company. It’s not a bad thing by any means, but if it doesn’t apply to the product or company it may confuse some people.

Overall, I think you have a good start on the logo design. And with some refinement you can definitely improve it. Please know that my intention in critiquing your work is not to hurt feelings, but to offer constructive feedback. I hope it was helpful. Best of luck, to you!

I appreciate and welcome your comments, and look forward to hearing from you soon. I purposely don’t cover every possible improvement that can be made to this logo, so go for it if you think I missed anything. All I ask is that you keep your comments clean and appropriate.

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We enjoy your comments

51 Comments so far. Keep 'em Coming.


By Dave Gilligan

10.20.2009 at 01:42 PM

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I know that has nothing to do with Shane but I think the company name is quite unfortunate, I think point 4 above is very important

“The company name presents a tough situation where viewers may perceive the company as a green or eco friendly company”

I have been reading about ‘The 7 Sins of Greenwashing’ ( because I’m currently designing a logo for an eco-friendly company but I think this company would be committing sin number 2 “Sin of No Proof” and sin number 3 “Sin of Vagueness”.

Consumers maybe mislead into thinking Go Green is the environmentally conscious alternative.

Apart from that I like the logo but I prefer it without the mouth detail as a feel if flows better.


By shane =)

10.20.2009 at 03:45 PM

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The Green in the name is because of a specially designed gas that the company has developed for inside the lightbulbs.

This specific type of gas burns brighter and attracts more fish given it’s color temperature.

My initial comps I had been working on some eco-friendly ideas, and then had to re-clarify with the clients on the brief whether or not it was eco-friendly.

The only eco-friendly aspect is that they use digital ballasts which use less power and have better construction =)

thanks for the critique~!


By Dave Gilligan

10.20.2009 at 05:19 PM

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Hi Shane,

I think it’s more their issue, Go Green is more like a slogan for an environmental campaign. Apart from that I don’t have any big issues with the logo it’s so much better than the competition.


By shane!~ =)

10.20.2009 at 06:14 PM

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That was something I had mentioned to them, and struggled with in the design.

I had some great concepts of merging fish and lights, and other “green product” strategies, but I had to constantly remind myself that it was the specially developed gas that influenced the name. . .

thanks for your compliments, I love critique! It’s one of my favorite parts!



By Davis Streker

10.20.2009 at 08:01 PM

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The very top logo is the best for sure, minus the little mouth detail. The mouth is distracting and actually makes me feel as if though it is more of a dolphin (porpoise) mouth. It isn’t a very unique design, but the “big game fish” concept is achieved. The contrasted type is much more effective. I do agree that since it is underwater lighting, that there should be a hint of the underwater concept touched upon visually. The trick is to keep this “lighting” concept 100% vector art, no glows or rasterized effects. This could probably be done by applying or suggesting a water surface between the “Go Green” text and the “fishing lights” text. The Go Green name is too trendy for me too. But, I know how that goes sometimes.

Overall, its a great start.


By shane!~ =)

10.20.2009 at 09:46 PM

shane!~ =) Profile Image

thanks for the comment Davis! I appreciate it!

I know it isn’t entirely original, but I thought it would appeal to their market as it looks kind of sporty. . . I don’t even fish, so getting my head inside theirs was an interesting experience. .

I also agree about simulating or emphasizing the lighting aspect of the business now as it is understated. and of course doing that without raster is key - i liked the idea about the water level and had tried that in initial comps but it didn’t work right. . .

so maybe ill give it another go and see how it works!

thanks again!


By Michelle

11.03.2009 at 10:37 PM

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No matter how bad the competitor’s logos are, I think they do a good job of communicating one of the most important aspects of this product: it is a green light that attracts fish.

I would not recommend abandoning green for this reason. In your current execution, the idea of big game fish comes across. But for all I know, these lights could be on the boat where I am fishing from. There needs to be a stronger tie to underwater, lights and attracting fish. The smaller logo example, Aqua Glow comes close to fusing all of that.

Besides creating a clean logo, you are also creating a product communication on shelf or online. And I’m not understanding the product benefit as you have it.

Good luck. You’ve got a tough one there.


By Custom essays

12.01.2009 at 06:38 PM

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I like the logo.. It does makes sense ..


By Erik

12.30.2009 at 04:06 AM

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The first one definitely looks more professional, I think the designer did a real good job.  It’s not easy making a good looking logo, this one is simplistic but they good looking.


By Andrew Winebarger

01.26.2010 at 02:44 AM

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I like the logo I just have a problem with the “G” in Go Green. It intrudes into the belly of your fish. It becomes even more of a problem for me when you place the fish going from right to left. I do like the mark very nice job couple minor tweaks and you’ve made an awesome logo.


By Jack

02.11.2010 at 06:52 AM

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Yup that’s great, i like it.


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03.11.2010 at 05:01 PM

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I like the logo. they good clean.


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06.16.2010 at 06:07 PM

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Very thorough critique.


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08.27.2010 at 01:38 AM

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09.02.2010 at 11:14 PM

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I prefer the fish pointing to the left.


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10.05.2011 at 07:32 AM

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