The best fish and chips truck in Portland, the Frying Scotsman, is owned and managed by James from Ardrossan, Scotland. This hypothetical rebrand seeks to broaden the general appeal for James' authentic dishes while also maintaining the approval of his devoted British audience. The logo is a stylized haddock, a traditional Scottish fish designed with Celtic interlacing ribbons. The logotype is a modern, geometric take on classical Gaelic lettering. Within the color palette, the teal shades represent the sea-grean colors of the ocean and the golden shades represent the golden coloring on batter-fried fish and potatoes.