Years ago my friend Chris hooked me up by lending his amazing illustration skills to a personal project of mine. So, when it came time for me to return the favor he asked me to letter the logo for his fledgling apparel enterprise.
Chris wanted to keep the mark laid back and friendly. With that in mind, we decided to stick with a free-flowing casual letter. I threw a number of directions at him, including the sketch below, before he finally settled on a more robust and lively brush script.