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The logo of the company.

Belly-Up is a fish and seafood processing plant in Liberty City circa 2001. They use Mule trucks/vans (specifically, Triad Fish Vans) that are seen driving around Portland in Grand Theft Auto III. The name "belly up", as well as the logo, is a take on dead fish. Crates bearing the Belly-Up logo can be seen at the docks in East Hook, Broker, Liberty City, across the street from Brucie's Executive Auto Garage in Grand Theft Auto IV.