The Dog Behind the Logo

I started developing the concept for FitzGerald Morrell roughly two years ago. Coincidentally, it was around the same time Clay (my wife) and I brought home our dog, Abbott.. 

Naturally, puppies need to be walked. Constantly. And irrespective of whichever cruel display of winter wickedness Mother Nature opts to unleash at that moment.

So it was really during those cold mornings in December 2012 and January 2013, when the deceptively strong 12-week-old Abbott Morrell dragged me through our early morning walks in Charlotte's Plaza Midwood neighborhood, that I realized: "Ya know... my hands are freezing... I should do something about this."

Fast forward to August 2014. I called up my college buddy Hugh Antrim to kick around some ideas for a company logo. The wheels were turning, the LLC was created, our bespoke designer and workshop team were locked and loaded... everything was falling into place and I felt compelled to give a tip of the hat to company muse and mascot, Miss Abbott. (Fortunately, the Antrims have a Springer Spaniel of their own -- Gibbs -- from whom I'm sure Hugh was able to draw additional inspiration).

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End result = this masterpiece of logo design, by Mr. Hugh Antrim, for FitzGerald Morrell.

Hugh, thanks again for delivering inspired work on a deadline. 

Abbott, thanks again for always needing to "go" when it was cruelly cold outside.