I often say, designing a logo is like cutting cubes out of clouds. What I mean by this is, good logos have more to do with systems, processes, rules, and strategy more than it does with artistic production. My process is simple, well tested, and has a high success rate. I start with a questionnaire that really lays the framework for brand building. If I can get a client to tell me who they are, what they do, why it matters, and what makes them different than their competitors we can start to add clarity and structure to what should be produced.

I work through a strategic process on all of my identity designs, and love creating new logos whenever I can. It is easy to look through the logos to see the range in creativity and industry versatility.