I'm very early in my process, but I want to have some conversation to help get the juices flowing.
This is a logo for a cabinetmaker who does a wide range of high end pieces: humidors, large dining tables, custom desks, built-ins, kitchens, etc. His designs range from staid, traditional pieces, to art deco and ultra-modern. His process involves the collaboration with many shops, so he has dubbed his brand, "Whelan Artisans." He wants to give the idea of traditional craft that is also forward-looking and sustainable, and suggested two whales in a circle formation.
Here is my initial treatment. He liked Garamond, although I have my misgivings about it. Also, I modeled the animal after a blue whale, although I'm thinking a humpback might be more dramatic. I haven't invested a huge amount of time, but I would like some initial impressions. And don't be bashful about ripping into it. That's why I'm posting it - to be refined in the typophile fire.