In 2012 I decided to open a "Friendly Local Game Store" in Asheville, NC. As a graphic designer, it was imperative that the store had the proper look.
After a discussion with my business partner we decided that we wanted to go in a traditional fantasy direction, as an ode to our first experience with role-playing games, but wanted a less traditional creature. We decided on the wyvern, and we planned a heavy focus on RPGs, so with a little wordplay The Wyvern's Tale was born.
The entire logo/coat-of-arms was planned so that different elements could be used together or independently; the book, shield, stripe, and wyverns can be used in different ways accord to the brand's needs.
I have since sold my share of the store and it continues on successfully.