Midwest Waterfowl is a brand that was formed from a group of friends bonded together by their enjoyment of waterfowl hunting and proximity to each other within the northern Wisconsin region. As their group expanded, they created their own unique name and imagery to let others know who they were and what they were about. As time progressed, they felt the need for a professional redesign that helped them continue to spread their passion of waterfowl hunting.

To accomplish this, new visualizations needed to be integrated into Midwest Waterfowl’s pre-established values and goals. The group decided they needed a new logo that could be put on vinyl and applied to their trucks, boats, and other sportsmen gear with the desire of letting those who observed it get a glimpse of the excitement of their outdoor lifestyle.

The decision of an emblem shape for the new logo was chosen to resemble similar logos of outdoor/sportsmen companies that the group took inspiration from. Swampy iconography and depictions of birds descending over a horizon were included to mirror the environment of ducks and geese landing on the lakes and ponds where the group goes hunting. The year the group formed the group’s name are also included in three final variations of Midwest Waterfowl’s newly redesigned logo.