--- title: "Sea Seven Fish brand identity case study | N&D Co." description: "Brand identity for Sea Seven Fish, a seafood brand from Northeast India: 18 logo concepts, the chosen Mountains & Waters mark, colours, fonts and guidelines." url: "https://ndcompany.in/projects/sea-seven-fish" type: "CreativeWork" image: "https://ndcompany.in/assets/projects/sea-seven-fish-16x9.png" --- Branding · Sea Seven Fish # Sea Seven Fish case study: a seafood brand identity from Northeast India A brand identity for Sea Seven Fish, a seafood wholesaler from Northeast India: 18 logo concepts, a fish with a fin of mountain peaks, a blue palette, a seal and business cards. - **Client:** Sea Seven Fish - **Place:** Northeast India - **Services:** [Logo Design](https://ndcompany.in/services/logo-design), [Brand Identity Design](https://ndcompany.in/services/brand-identity-design), [Graphic Design](https://ndcompany.in/services/graphic-design) - **Categories:** [Branding](https://ndcompany.in/projects/category/branding), [Design](https://ndcompany.in/projects/category/design) - **Industry:** Seafood wholesale - **Logo concepts:** 18 - **Chosen concept:** Mountains & Waters - **Document dated:** 2 July 2026 - **Status:** In use ## Overview N&D Co. designed the brand identity for Sea Seven Fish, a seafood wholesale business from Northeast India. We presented 18 logo concepts, and the client chose Mountains & Waters: a fish whose dorsal fin is a row of mountain peaks, swimming over wave lines that stand for the region's rivers. The identity around it has four logo versions in four colourways, a blue palette of four colours, two fonts, a brand seal, two business card designs and a guidelines document. The work covers three of our services: [brand identity design](https://ndcompany.in/services/brand-identity-design) for the system and its rules, [logo design](https://ndcompany.in/services/logo-design) for the concepts and the final marks, and [graphic design](https://ndcompany.in/services/graphic-design) for the seal and the business cards. Our founder, Nakshatra Ranjan Saha, prepared the brand identity document, dated 2 July 2026. The idea that runs through the identity is provenance. Many seafood brands use a similar fish icon, so the mark puts the place the business comes from into the fish itself: it says the products start among the mountains and rivers of Northeast India. Sea Seven Fish uses the identity today. Photos of it in use are covered by a non-disclosure agreement, so this page shows the presentation mockups from the brand package instead. ## About Sea Seven Fish Sea Seven Fish is a seafood business from Northeast India, the region of the Seven Sister states, and our proposal was addressed to Sea Seven Fish Pvt. Ltd. Its business cards describe it as a North East supplier, and our brand documents treat it as a wholesale brand that connects suppliers with markets. The brand seal we designed reads ESTD 2026, and the primary logo carries the line Fresh from the sea. The name gave the concepts most of their material: the sea, the number seven, and the seven states of the Northeast that many of the concepts refer to. ## What the identity was designed to do Our documents explain what the identity was designed to do. In wholesale markets, many brands rely on a similar fish icon, so a fish alone would not set Sea Seven Fish apart. The mark had to say where the business comes from, and it had to work at every size it would meet, from a favicon to a sign on a building. - Stand apart from the generic fish icons common in seafood wholesale. - Tell the story of the business's origin in Northeast India. - Stay legible at favicon size and on large formats such as signage and packaging. ## What we did Each part of the work, with the service behind it. [Logo Design](https://ndcompany.in/services/logo-design) ### 18 logo concepts, and the one the client chose We started with 18 concepts, each a black icon with a short note on the idea behind it. Some fused a fish with the letter S and the number 7, some used the seven states as seven fish, paths or segments, and others told a supply story with a compass, a fishing boat or an infinity sign. The client chose concept 13, Mountains & Waters, and we developed it into the final logo system. The finished marks are a primary emblem (the fish inside a round badge reading Fresh from the sea and Sea Seven Fish), a secondary combination mark (the fish in a circle beside the name on three lines), a tertiary curved combination mark (the fish over the name set on a curve) and the fish on its own as a brand icon. - 18 logo concepts, each with a short rationale - The chosen concept, Mountains & Waters, developed into the final mark - Primary logo: a round emblem - Secondary logo: a horizontal combination mark - Tertiary logo: a curved combination mark - Brand icon: the fish on its own - A favicon set for websites and web apps *The tertiary logo, a curved combination mark.* *The secondary logo, a horizontal combination mark.* [Brand Identity Design](https://ndcompany.in/services/brand-identity-design) ### A brand identity system with written rules Around the logo we set a palette of four colours and two brand fonts. The brand identity document, which goes in the package as its brand guidelines, covers the concepts, the story behind the chosen mark, the palette, the logo variations, the construction geometry and the seal, and the package's README sets out how to use the logo and what not to do with it. Every logo version comes in full colour, black, white and greyscale, as PNG, JPG and SVG files, with editable Photoshop source files for the three logos. The whole package went to the client as one organised set of folders. - A colour palette of four colours with HEX and RGB codes - Two brand fonts: League Spartan and Redressed - Every logo in full colour, black, white and greyscale - PNG, JPG and SVG files, plus PSD source files - A brand identity document, supplied as the brand guidelines (PDF) [Graphic Design](https://ndcompany.in/services/graphic-design) ### A brand seal and two business card designs The brand seal is a round stamp in navy: Sea Seven across the top, Fish along the bottom, and ESTD and 2026 on either side of the fish. We supplied it as an editable source file, a PNG and a print-ready PDF. The two business card designs share a back with the primary emblem on a white band between two blue panels, with blue illustrations of sea life on either side: koi on the first design, an octopus and a crab on the second. The fronts carry the name, the line North East supplier and the contact details beside line drawings of koi or of a squid and a lobster. Both came as print-ready PDFs, PNG previews and editable PSD files. - A brand seal (stamp): PSD, PNG and PDF - Business card design 1: front and back - Business card design 2: front and back - Print-ready PDFs for the cards and the seal ## The 18 logo concepts we presented Every concept for Sea Seven Fish answered the same question in a different way: how should a fish say where this business comes from? The table lists all 18 as we presented them, with the idea behind each one in a sentence. **The 18 logo concepts for Sea Seven Fish** | Concept | The idea | | --- | --- | | 1. Sea Seven monogram | A fish, the letter S for sea and the number 7 for the Seven Sister states, fused into one mark | | 2. Premium Sea Seven symbol | A bolder version of the S, 7 and fish idea, with thicker lines to look more corporate | | 3. Dynamic distribution mark | The fish, S and 7 drawn as one continuous curve, for movement and supply chains | | 4. Minimal heritage icon | A pared-down version of the monogram, with simple geometry that scales well | | 5. Seven Sister emblem | The fish as a 7, surrounded by six abstract segments: seven parts for seven states | | 6. Origin and geography concept | The fish and waves paired with a map of Northeast India | | 7. Trust and partnership concept | A handshake inside the fish, for long relationships with suppliers and buyers | | 8. Ocean to market concept | A fishing boat above and a fish below: the journey from the water to wholesale | | 9. Seven fish mandala concept | Seven fish in a circle around a water droplet, one for each state | | 10. Compass distribution concept | A compass with the fish at its centre, for reach across markets | | 11. Seven pathways concept | Seven flowing paths, one for each state, converging into a fish | | 12. Infinity supply concept | Two fish forming an infinity sign, for supply that does not stop | | 13. Mountains and waters concept (chosen) | A fish whose dorsal fin is a row of mountain peaks, over waves for the region's rivers | | 14. Seven currents concept | Seven lines flowing into one fish: seven states, one distribution network | | 15. First sunrise of the east concept | A rising sun over a fish and waves, after Northeast India's place as the first part of the country to see sunrise | | 16. Circle of unity concept | Seven segments in a ring around the fish | | 17. Water drop ecosystem concept | A fish inside a water droplet, with flowing patterns around it | | 18. Seven connections concept | A fish drawn from seven connected points, one for each state | *Concepts 1 to 3 of 18.* *Concepts 4 to 6 of 18.* *Concepts 7 to 9 of 18.* *Concepts 10 to 12 of 18.* *Concepts 13 to 15 of 18.* *Concepts 16 to 18 of 18.* ## Why did Sea Seven Fish choose the Mountains & Waters logo? Mountains & Waters was the one concept that put the whole story of Sea Seven Fish into a single shape. Several of the other concepts each carried one idea well, whether seafood, distribution, trust or the seven states, but this one joined them without adding parts. The fish says what the business sells at a glance. Its dorsal fin is drawn as a row of mountain peaks, after the landscape of Northeast India, so the place is part of the fish itself and not a badge added beside it. The wave lines under the fish stand for the rivers and waterways that support the region's fishing communities and link the land to the seafood trade. Read together, the logo says that the products start in a place of mountains and rivers before they reach customers across the country. So the logo is a mark of origin, and a competitor cannot easily copy where a business comes from. *The brand icon: the fish on its own, for profile pictures, app icons, watermarks, favicons and stickers.* *The icon in four colourways, from the brand identity document.* ## The logo system: four versions, and where each one goes Sea Seven Fish has four logo versions, each meant for a different job, so nobody has to squeeze the full emblem into a space it does not fit. The package names where each one should be used. **Sea Seven Fish logo versions and where each is used** | Version | What it is | Where it is used | | --- | --- | --- | | Primary logo | An emblem: the fish in a round badge with Fresh from the sea and Sea Seven Fish around it | Packaging, shop signage, product labels and official branding | | Secondary logo | A combination mark: the fish in a circle beside the name on three lines | The website, business cards, documents, letterheads and social media headers | | Tertiary logo | A curved combination mark: the fish over the name set on a curve | Promotional graphics, alternate branding and square layouts | | Brand icon | The fish on its own | Social media profile pictures, app icons, watermarks, favicons and stickers | Each version comes in full colour, black, white and greyscale, so there is a correct file for a light background, a dark one and single-colour printing, and the logos come as PNG, JPG and SVG. The favicon set covers browser icons from 16 to 196 pixels, Apple touch icons from 57 to 152 pixels and Windows tiles, with the HTML to add them to a site. - **logo concepts presented:** 18 - **logo versions: primary, secondary, tertiary and icon:** 4 - **colourways of each: full colour, black, white and greyscale:** 4 - **business card designs:** 2 *The curved logo and the emblem in their colourways, from the brand identity document.* *The emblem and the secondary logo in their colourways, from the brand identity document.* ## How is the Sea Seven Fish logo constructed? We built the Sea Seven Fish logo on geometry, not freehand drawing. A modular grid sets its proportions, alignment and clear space, so every part relates to the others by measurable ratios. Circles define the main curves of the fish, the badge and the spacing of the lettering, which keeps the transitions smooth and the shape consistent. The composition follows an Archimedean spiral, in which the distance between each turn stays the same. A golden spiral grows exponentially, while an Archimedean one keeps an even rhythm, which suits a compact logo. The spiral is a guide, not something you can see in the finished mark: it controls the flow of the fish's outline, sets the relationship between the icon and the name and spreads the visual weight evenly. Consistent stroke weights, equal optical spacing and proportional scaling do the rest. The result reads the same at favicon size as it does on a sign, and it reproduces the same way in print and on screen. *The construction grid, circles and spiral over the secondary logo.* ## Brand colours and fonts The Sea Seven Fish palette is four colours: three blues from deep indigo to light blue, and white. We chose it to reflect the waters the business comes from and the confidence it wants to show as a wholesale brand. **The Sea Seven Fish colour palette** | Colour | HEX | RGB | What it stands for | | --- | --- | --- | --- | | Deep indigo | #170C79 | 23, 12, 121 | Trust, reliability and the depth of Northeast India's waters | | Royal blue | #135DB4 | 19, 93, 180 | Rivers, movement and the distribution network that connects suppliers with markets | | Light blue | #5996FF | 89, 150, 255 | Freshness, clean water and the quality of every shipment | | White | #FFFFFF | 255, 255, 255 | Purity, hygiene and transparency | Together they tell a simple story: seafood sourced with care, delivered consistently, by a brand built on trust rather than trends. The brand uses two fonts, both free to use under their licences: [League Spartan](https://fonts.google.com/specimen/League+Spartan), a geometric sans serif, and [Redressed](https://fonts.google.com/specimen/Redressed), a script. The package includes both, with their licence files. Our guide to [brand style guides](https://ndcompany.in/blogs/brand-style-guide) explains why a guide should name its fonts and their licences. ## The seal, the business cards and the mockups The brand seal and the two business card designs are files for real use: the cards came as print-ready PDFs. We have blurred the names and phone numbers on the cards here. *The brand seal.* *Business card design 1, back. The owner line is blurred.* *Business card design 1, front. Names and phone numbers are blurred.* *Business card design 2, back. The owner line is blurred.* *Business card design 2, front. Names and phone numbers are blurred.* ### Presentation mockups The mockups show how the identity could look in the places a seafood wholesaler uses it: refrigerated containers, insulated boxes, cartons, a delivery truck, a reception wall, a building sign, a business card and a phone screen. They are presentation renders made for the brand package, not photographs of the client's premises, vehicles or staff: the identity is in use, but photos of it are covered by a non-disclosure agreement. *Mockup: branded refrigerated containers at a port.* *Mockup: an insulated seafood box.* *Mockup: shipping cartons in a warehouse.* *Mockup: a refrigerated delivery truck.* *Mockup: a reception wall.* *Mockup: an illuminated building sign.* *Mockup: a business card.* *Mockup: an app splash screen.* ## What was in the Sea Seven Fish brand package? The client received the identity as one brand package, version 1.0, organised in labelled folders. **The Sea Seven Fish brand package** | Folder | What it holds | | --- | --- | | Brand guidelines | The brand identity document as a PDF | | Logos | The primary, secondary and tertiary logos, the brand icon and the favicon set | | Logo variations | Every logo in full colour, black, white and greyscale | | Digital files | Each logo as PNG, JPG and SVG | | Source files | Editable Photoshop files for the three logos, with their layers | | Colour palette | The palette as an image, with HEX and RGB codes | | Fonts | League Spartan and Redressed, with their licence files | | Stamp | The brand seal as PSD, PNG and PDF | | Visiting cards | Two business card designs as print-ready PDFs, PNG previews and PSD files | | Print files | Print-ready PDFs of both business cards and the seal | | Mockups | Presentation mockups showing how the identity could be applied | ### Rules for using the logo The package's README says how to use the logo. Use the official files, keep enough clear space around the logo and pick the colour version that suits the background. Do not stretch, distort or rotate the logo, change its colours, add shadows, outlines or effects, change its proportions or redraw it by hand. Our article on [the difference between a logo and a brand identity](https://ndcompany.in/blogs/logo-vs-brand-identity) explains what a package like this covers. If your business needs one, our [brand identity design](https://ndcompany.in/services/brand-identity-design) service starts the same way, with concepts you can choose from. More of our work is on [the projects page](https://ndcompany.in/projects). ## What the client said Sea Seven Fish in their own words, from a public Google review. Google review "Highly recommend 😊" Sagar Ghorai a month ago ## Frequently asked questions **What did N&D Co. design for Sea Seven Fish?** N&D Co. designed the brand identity for Sea Seven Fish, a seafood wholesaler from Northeast India: 18 logo concepts, the chosen Mountains & Waters logo in four versions and four colourways, a blue colour palette, two brand fonts, a brand seal, two business card designs, a favicon set and a brand identity document. **Why did Sea Seven Fish choose the Mountains & Waters logo?** It was the one concept that told the business's whole story in one shape. The fish says seafood, its dorsal fin is a row of mountain peaks for the landscape of Northeast India, and the wave lines beneath it stand for the region's rivers, so the logo says where the business comes from, which competitors cannot easily copy. **How many logo concepts did Sea Seven Fish see?** Eighteen. They ranged from monograms that fuse a fish, the letter S and the number 7, to marks built on the seven states of Northeast India and supply stories told with a compass, a fishing boat or an infinity sign. The client chose concept 13, Mountains & Waters. **What are the Sea Seven Fish brand colours?** Four colours: deep indigo #170C79, royal blue #135DB4, light blue #5996FF and white #FFFFFF. The indigo stands for trust and deep water, the royal blue for rivers and distribution, the light blue for freshness and the white for purity and hygiene. **Which fonts does the Sea Seven Fish brand use?** League Spartan, a geometric sans serif, and Redressed, a script. Both are free to use under their licences, and the brand package includes the font files with their licence files. **How is the Sea Seven Fish logo constructed?** On geometry rather than freehand drawing. A modular grid sets its proportions and clear space, circles define the curves of the fish, the badge and the lettering, and an Archimedean spiral guides the composition, keeping the logo legible from favicon size to large signs. **Which logo versions does Sea Seven Fish have?** Four: a round primary emblem for packaging, signage and labels; a secondary combination mark for the website, business cards and documents; a tertiary curved mark for promotional graphics and square layouts; and the fish on its own as an icon for profile pictures, app icons and favicons. Each comes in full colour, black, white and greyscale. **Are the Sea Seven Fish mockups photos of real premises?** No. Sea Seven Fish uses the identity, but photos of it in use are covered by a non-disclosure agreement. The containers, boxes, truck, reception, building sign, business card and phone screen on the page are presentation mockups made for the brand package. ## Related reading Guides from our blogs on the same kind of work. Branding Guide · 23 Oct 2026 ### [Logo vs brand identity: what you are paying for](https://ndcompany.in/blogs/logo-vs-brand-identity) What a logo job and a full identity should each hand over, the sizes and files a logo needs, who owns it under Indian law, and what registering it as a trade mark costs. Read the guide Branding Guide · 23 Oct 2026 ### [What goes into a brand style guide, and how to use one](https://ndcompany.in/blogs/brand-style-guide) Logo sizes for each platform, colour pairs that pass WCAG, font licences and Indian-script fonts, voice rules, a review checklist and a handover list. Read the guide ## More projects Branding Innovation Texture, Vadodara, Gujarat ### [Brand identity for Innovation Texture](https://ndcompany.in/projects/innovation-texture) A logo and brand identity for Innovation Texture, a wall texture maker in Vadodara: a rising sun that forms the letters I and T, five palettes, lockups and mockups. See the project Branding Edli Delight ### [Logo for Edli Delight](https://ndcompany.in/projects/edli-delight) A modern logo for Edli Delight, a South Indian food chain: the name in green inside a brushed circle, beside a stack of idlis. See the project Branding Koustav Kitchen ### [Logo for Koustav Kitchen](https://ndcompany.in/projects/koustav-kitchen) A logo for Koustav Kitchen, a cloud kitchen startup that sells through Zomato: a cartoon chef with a whisk in a round badge. See the project [See all projects](https://ndcompany.in/projects) ## Want something like this? Tell us about your business in a few lines and we will reply with questions or a quote. We work from Kolkata with clients across India and abroad. 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