Need a very concise and simple logo (to include text and icon) that expresses and relates the business service offering, with a fun yet non-child like look. Needs to be easily read (on banner, vehicle, brochure, etc). Clean and simple is key.
Elements to consider within the logo and/or icon: fishing hook, fishing pole with line, Fish, Ocean/Beach elements
Colors should be Blues & Teals, to represent Ocean/Beach/Fishing; and open to Orange, Reds, Orangish-Reds and possibly yellow, to contrast with the Blues & Teals.
This will be for a high-end client, so a classy recreational look would be ideal and POP! Have fun, but "Keep it classy, San Diego."