Logo Design Rationale.

As a young designer, I was consumed with the notion that I had to create the most bad ass graphics with flourishes, gradients, paint spills to have that “Wow” factor just to standout. Pretty images are great but I have learned if it doesn’t make sense for a client it just gonna be another pretty image that becomes dated with whatever is the design trend. I find the best – most time-tested marks are not only ownable but have clear messaging. Visually a mark should communicate what it intends to represent.

A client came along and wanted to communicate their brand as a partner that exhibited the characteristics (their Brand Pillars) as Trustworthy, Experts, and forward thinking (vision). The Client ultimately chose another mark for their logo but loved the symbolism behind their secondary mark. The Mark subtle captures their brand pillars into a single mark: Trust, Expertise, and Vision.

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