Selfish Club is a fishing club in the country which additionally offers high quality food and accommodation. The club has been positioned as a prestigious haven for a male community. The target was to design a logo that included a visual communication system as well as to develop the further promotion of the club. The logo, two crossed metal fishhooks, conveys an impression of strength to represent the pro-ject’s main idea of a strong community. Calm dark colours resemble water surfaces and fish scales. Light colours of a sandy shore and wood were added to the palette for natural contrast.