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What is the value of a logo?

So, many of you may wonder what in the world this Bad Fish things is all about.  What is the value?  So, we figured we would explain the origin a bit.  We have found that it is important to have something that your customers will remember you by.  When we started, we used a super lame clip art sun that we had somebody stick some sunglasses on.  We named the company Del Sol (From the Sun).  We used black business cards with yellow text.  Why?  Just to stand out a bit.  I will never forget, after being in business about 6 months, visiting a customer and seeing yellow suns with black sunglasses scattered all over his desk.  He is still a friend.

We needed people to remember something about us.  Yeah, the guy with the goofy company name, silly sun, and full brim black hard hat.  Yeah, that guy, didn't he stop by here and mention something about product XXXX?  We needed to be remembered in order to survive.

As our company grew (and we made a little money), we invested in a better corporate logo, sexied our Del Sol and SUN up a bit, printed calendars, etc.  We tried to always look a little different.

Bad Fish is an extension of that growth, and the way that we want to look different is not only with logos, but with extremely high levels of service, caring about our customer's welfare, and with a technical base of operations.  Well, silly fish and all, we have stayed in business.  June marks 12 years of Del Sol.  It marks a stability that you, our customer, have blessed us with.

Bad Fish is a ode to the misfit, and ode to what we have become over the years, and ode to really trying to take care of our customers.

So, what about the logo?  We wanted a recognizable imprint.  The sun has been with us from the beginning bit we wanted something with some pizzazz that our customers might like.  So, we crafted a concept of an old school surf logo.  We ran a global competition for the logo (which was money well spent) and we got our Bad Fish.  Since then, he has become pretty well known.  I actually have a number of people asking where they can buy Bad Fish gear on line.

Here is a graphic of our logo contest results.  Did we pick the right one?  Who knows...

What I do know is that Del Sol survives, along with its mascot - Bad Fish.  We believe our business philosophy, hard work, extreme customer service, and the favor of the Lord has gotten us this far, and will get us farther along.  We thank you for letting us be a little different, and also for providing for all of our employees and their families.  

What is in a logo?  Well, for us, a story.