F&S Boatworks is acclaimed for the beautiful craftsmanship and obsessive detail they put into every sport fishing yacht they build.
For their new logo, Owner John Floyd wanted the same detail that would represent the power of their boats and attract nautical aficionados with references only they would recognize.
All right. I want to tell you the story of how Bright Orange Thread came to design the logo for F&S Boatworks. They build high-end sport fishing yachts. They're based in Central Delaware. They sell all over the world. They're incredibly well known up and down the East Coast, and these boats are just perfection on water.
So, it all began with John sending us what might call the proverbial napkin sketch.
Okay. It's really a Post-it note, but the idea here is, as John says, "I want a stylish rendering of the tuna. Can we keep the F&S involved?" And he chose tuna very specifically for its power. Its fight in the fishing process.
So, we got the tuna, and of course, it's fishing. So fishhook, easy enough. Let's think about that. Is there a way to get it incorporated into the logo? Let's see.
And then let's pay some tribute to the brand. The brand was a big, bold F, a big, bold S, and a big ampersand.
So, how might we use those letters and pay some tribute to the previous versions of the logo?
And then, of course, we're about sport fishing yachts here. And admittedly, we're not just any sport fishing yacht.
It's called the Carolina Flare. Look at the hull carefully. Look at how it flares as you get to the deck. And that's all about stopping the spray from coming over.
And here's an even more dramatic picture taken from more of a wide-angle lens that really shows you that Carolina Flare.
There's a book on the history of the Carolina Flare. There are magazines dedicated to how the Carolina Flare is evolving and so on.
So, we've got to include the boat. We have our four elements, the tuna, the hook, the letters, and the hull. And here's how we put the four elements together in a single logo.
