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This was an illustrated logo I did for a client. They were trying to create a brand, similar to Santa Cruz. They wanted something edgy, hip and beachy. I hand lettered the logotype to be abstract and very out-there to bring to life this weird and unusual brand that would attract attention. The middle of the O in Local was meant to represent an eye, for the symbolism that all eye’s would be on this brand when people see it in the streets and out and about. The floral was to give it that beach/surfer vibe the client was looking for to appeal to her target audience.