The Surofi logo transformation from old to new is done beautifully. With the logo they went from an illustrative image to a simplistic typface for a logo with a fish hook for the letter u being it's only form of illustration. For the company's annual report pamphlet they keep the color scheme going. They've incorporate an updated version of the cartoonish looking fish with an image of a fisherman holding freshly caught poultry which denotes a message of fresh fish being their goal. The color play of the photography is, to me, sooo engaging. I just LOVE it. Love how they incorporate the turquoise color symbolic of the ocean.

While sifting through this site, I enjoyed seeing the process of how they manipulated the photograph of the ocean, the man in his clean fisherman gear and put everything together making the photograph a gritty yet clean depiction of what the people of that company go through to give the people what they want. All in all, I'd say the designer behind this did his job telling the story of the company.