Ice Camp Outfitters is a new and upcoming ice house rental/guide service located on Mille Lacs Lake, Minnesota. They wanted their logo to appeal to ice fishing regulars and other outdoor enthusiasts, while being bold, classy, and traditional. These key words were used to guide the overall direction of the project. Rather than focus on the actual fishing, the idea of providing comfort and warmth while out on the ice is what their business model focuses on. The flame used in the wordmark  hits on the idea of having a basecamp to stay in, and the red reinforces that warm, comforting feeling.