I used to work for a guy who called the beginning of the graphic design process “cannon fire”. He meant that as a graphic artist, in the process of logo design, you need to explore lots of avenues. You need to produce a fair share of “clunkers” along with the designs that are really coming together and working well.
Every job produces it’s share of “cannon fire”. As I design I print out my work and hang it up on the wall in our studio. As designs make it to the critique wall, it becomes clear what is working for us and what is not. It’s obvious when a logo design is “singing” and when graphic design solutions are falling flat. Also which typefaces look good with which icon and so on.
Sometimes I’ll spend a lot of time on a design, trying to make it work, when in the end, it was only just “cannon fire”. It happens!
While designing a new brand identity for Nappy Automotive in Westchester, NY, we explored many icons and images and colors and fonts as we narrowed down the solution.
We presented six final graphic design solutions for Nappy owner, Ron Napolitani of Croton on Hudson, NY
In my next post, let’s see if Ron likes our work!.