With simplicity at the forefront of my mind (and the brief), I played around with many different executions of a J and F, a jellyfish itself, a piece of jelly in the shape of a fish, etc. but found that when I distilled a jellyfish down to its most basic shapes, I could recreate it with only circles. After a few refinements, I was really happy with the outcome! All I needed to do was pair the logomark with some appropriate typography that had some character yet could be versatile and professional. I found this with Antique Olive. It has some really unique and quirky shapes but is based on a clean sans-serif so we ticked all the boxes I wanted to tick.