This is probably my favorite logo. It required at least a week of intense effort and many throwaway sketches. I know, I know, it looks simple. That's the reason it took so much effort. If I weren't so determined to make it simple, I would have gone with the first thoughts I had: carp and cod. That sounds better than the design looked, which was complicated and clumsy. I finally got the idea to work Futura Light in caps the way we read Boston in our language, and the way Japanese characters can be written, vertically. It was a pleasant discovery when the Os overlapped and I could color in the center in red. That was almost forty years ago and I don't think the design has everlooked dated.

This mark was used with a black background, as shown above, and pure white.