I really like how they showed the logo evolution process. This is a very nice mark. Kudos!
It’s been a while since I’ve had a chance to design logos. I like how they started with a concept, and started subtracting the elements. It’s interesting how they rendered the fish. Each little detail changed the feeling—the thickness of the lines, the details of the fins, the size of the eyes, the proportion of the head.
You can see that they spent the first half of their time working out the leaf, and the second half refining the fish. Nice work.
The only thing I disagree with is the font. It’s really hard to read. I’m also not sure what their logic is for not dotting the “i’s”.
The colors also aren’t that sophisticated. I think they could have gone with better colors… they seem really stock and generic. Other than that, it’s a beautiful mark.