Burhop’s Seafood
A Wholesale Company Going Retail

Founded in 1926, Burhop’s Seafood has been the premier wholesaler of top-quality fresh seafood for three generations of Chicagoans. The current generation of Burhops approached DesignMarks to develop a new logo to prepare for their ambitious business expansion – a chain of retail Burhop’s seafood stores in Chicago’s affluent suburbs.

How do you transition an established identity and business function to a new era? Our designers knew that the new logo needed to have a fresher and friendlier look , communicate the seafood focus, as well as connecting strongly to the venerable Burhop’s name. Our solution was to make a friendly, modern fish out of the initial “B.”

Even a fine old business needs a little fresh thinking, now and then.