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McVey’s Pool Service is a pool maintenance company run by its founder, Ryan McVey. Mr. McVey commissioned Bean Co. to create a logo for his pool service to replace his old, outdated logo. He wanted a logo that was bombastic, eye-catching, and reflected his love for his personal hobby…bodybuilding. The logo needed feature a cartoon caricature of Mr. McVey that reflected his physical prowess and his pool-cleaning services. Here is a brief outline of how I created his new look.
![](https://cdn.myportfolio.com/dfc08959-54f8-4b51-b897-139ffdbface0/67adaca0-837b-4e57-bbdb-6762cef4d3e3_rw_1200.png?h=2ad27e026ebd8abc1ed8b1c9606fa289)
![](https://cdn.myportfolio.com/dfc08959-54f8-4b51-b897-139ffdbface0/195e92aa-5fc8-4677-914c-7f800b5ea3a3_rw_1200.png?h=763ece85c2b8ca19edd4a743c3b3d966)
1. The old, outdated logo that needed to be replaced. 2. Reference images of anatomy and muscles. Including Mr. McVey himself!
![](https://cdn.myportfolio.com/dfc08959-54f8-4b51-b897-139ffdbface0/697f5083-aec5-4d4f-b260-746a896cb843_rw_1200.png?h=bb0242a2da1a73165512c71c7147b879)
![](https://cdn.myportfolio.com/dfc08959-54f8-4b51-b897-139ffdbface0/4b4722b3-6e0b-412c-bb78-a07129f0078b_rw_1200.png?h=f5ce43397dbc92641015debd2fc97881)
3. Sketching helps me visualize ideas quickly and iron out details. 4. The logotype came easy. A strong typeface with aquatic elements and a cool color scheme.
![](https://cdn.myportfolio.com/dfc08959-54f8-4b51-b897-139ffdbface0/6be18718-64e3-4741-a063-cab70bd6d7f4_rw_1200.png?h=fca07e1b96145da4a194abe4c4fd9147)
![](https://cdn.myportfolio.com/dfc08959-54f8-4b51-b897-139ffdbface0/317b541f-9e2c-4e0b-8ab7-41d945b364bb_rw_1200.png?h=0dee97b373155fa0beabedf3e51dc6a2)
5. Mr. McVey commented that the caricature needed to be more "veiny". 6. Veins were added and muscles were...enhanced. The final render is complete!
![](https://cdn.myportfolio.com/dfc08959-54f8-4b51-b897-139ffdbface0/90788504-3677-4525-99a2-de2b3abcd31e_rw_3840.png?h=1f43a7b8e8766de149127d9cde37f832)
![](https://cdn.myportfolio.com/dfc08959-54f8-4b51-b897-139ffdbface0/030b1fcc-98de-416e-b3dd-ce7fd8f67b01_rw_1200.png?h=af42aa132e659da29542c7f39938a551)
Mr. McVey wanted to see an EXTREME version of the logo. So I cranked everything up to 11 and this is the final result.