I find logo design one of the most challenging areas in my career. A logo is generally the first visual identifier for a company – for a product, a program or an initiative. While logo development tests the creative process, it is important to always keep the client's end needs first at hand when exploring possible solutions.
I approach logo design as a puzzle – each unique to the individual client. I begin by listening to the client – to fully understand their goals, desires and challenges – next I research relative competition, and then I begin sketching ideas. Part exploration, part instinct, this approach offers me a better sense for what the mark should feel like, how it should look – that the logo speaks on behalf of the company and resonates with the brand being set. Only by moving forward and evolving the brand do you see it come to life.