New high end seafood restaurant “abyss” asked to have a identity created. Starting with the logo I sketched out various ways to illustrate the word Abyss using themes from the ocean. We ended up deciding on a logo which was made to look as if the tails on jellyfish were creating the word abyss. This design decision works well with the word abyss since jelly fish can be found at the lowest parts of the ocean or in the abyss. We then used the theme of the logo and applied it to the menu which is clean and organized to appeal to the modern high end consumer. The menu still has that dark deep ocean feeling that the name represents with the use of dark blues and contrasting glowing teals for the text.