Jonathon Mario is the owner and operator of CrowCaw Fx LLC, a special effects makeup company based in San Jose, California. Previously, I worked with Jonathon to create the logo for CrowCaw Fx, as well as numerous other graphic design projects.

When Jonathon launched La Sirena, a new branch of his business focusing on custom silicone mermaid tails for professional merfolk, I was asked to create a brand identity that spoke to his history in the special effects industry. The name of La Sirena is taken from the card of the same name in the Mexican card game La Lotería, which references Jonathon’s Mexican heritage and his love of horror and, obviously, mermaids.

While we briefly considered creating a fish fluke inspired design (as many other industry leaders have done), Jonathon and I eventually agreed that using CrowCaw Fx’s existing brand recognition with it’s crow icon would be better. Not only does using the crow reference his special effects history, but also separates him visually from the pack in an interesting way. Before he officially established his tail line, customers also already referred to his work under his company name.

This is the reason why we chose to repurpose the crow icon. I changed it from it’s original crimson hue to a carefully selected shade of teal blue. This color change shifted the crow’s appearance of looking like a splatter of blood to now looking like a splash of water.

Next, I selected a font that felt reminiscent of victorian signage (Royal Brandy, by Heritage Type). The serpentine characteristics made it feel vaguely aquatic and monstrous, while remaining legible and elegant. I then created multiple versions of the design for use on different backgrounds and surfaces. The main logo is treated with a worn engraving texture, which gives it a weather worn aesthetic.

Jonathon’s silicone tails are realistic, many of his designs looking more like creatures you may expect to drag you to the ocean’s depths, rather than the lighthearted fantasy designs provided by most other tail makers. With his stunning original designs coupled with his new brand identity, Jonathon has established La Sirena as the place for the Mercommunity’s misfits, monsters, and clientele seeking a truly unique and film quality creation.