Duane’s Garage - Client Case Study

Background

This logo was crafted for an outboard motor maintenance business. The core idea was to transform the letter D into an outboard silhouette, and incorporate a wahoo fish, a symbol of speed and performance on the water. Retro-inspired typography ties it all together, giving the mark a bold, mechanical edge that nods to classic craftsmanship while staying instantly recognizable.

The initial idea was quickly sketched out on a small sticky note as Duane explained his trouble with utilizing AI to create a logo (generic, not creative, and can carry trademark risks).

Design Process

I refined the original concept by experimenting with different fonts, layouts, and outboard designs, while also researching traditional mechanic-style logos. I explored options like a head-on view of an outboard and incorporating the wahoo fish in place of wrenches to create balanced variations. Although the client appreciated the nod to classic mechanic aesthetics, it was ultimately the originality of the initial concept that won him over.

Logo in practice

Seeing a logo on a computer/phone screen, or a printed paper is one thing. Seeing how it looks on potential branded merchandise or swag is another. Mocking the logo up on a T-Shirt, Koozie, and Trucker Hat, which were realistic swag for the company, the client was able to see how the logo looks in practice.

Client Feedback

“I met with Neal about 3 months ago and was telling him about my plans to restart an old side business. I mentioned I was messing around with some AI tools to create a logo. He asked me a few questions and while we were talking, he sketched out a draft design that just resonated with me. The AI programs gave me ideas, but the images were fairly generic. Neal's design was so spot on and original. It was exactly what I wanted. Within a few days I had my final design and was off and running.”

Duane Thomas, Owner
Duane’s Garage