In making the logo for Shark Week 2008 we were confronted with the desire to attempt untraditional logos, something that would be less sober in tone. Something with more pep and fun, something that showed excitement, and a slightly goofy tone. Eventually that idea was toned down, but the final product creates something that is simple, yet somewhat playful. The logo was used in all the branding for Shark Week 2008, which includes the websites, media branding, itunes store, and print campaigns.