Angler Books is a fictional bookstore conceived during the redesign process of another project "Nash Finch Lamps." In order to deviate this identity from the others I had done before, I created a brand that utilized a laid-back yet sophisticated aesthetic. This was accomplished by using a hand-rendered logo that's complimented by a subdued color palette.
The concept behind the logo is to equate the reader to an angler fish, because both the reader and the angler fish most likely desire to be alone. The fish's esca has been turned into a lightbulb to reference a reading or book light.
The goal of the color palette is to mesh together a homey and quaint atmosphere (cream, brown, yellow) while merging the serenity and darkness of the ocean's depths (varying shades of blue).
The typeface was modified to have a more hand-drawn look, by giving it a more ragged edge it adds to the "small town" and home-made appeal of this shop.
