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Corporate Identity

Logo development is one of the earliest and most essential steps in the branding phase. It is an emotional and intellectual pursuit, and is typically done under extreme time pressure when you’re in a busy client services environment. To better direct the process, and manage expectations, I created a 5-round logo approval process that has proven extremely effective over the years. The process unites the designer and client with clearly defined goals, with feedback and accountability after each round. These are a few of my favorite logos that resulted from this process.