Multiple variations does not
get you any closer to a solution!
many variations that can be offered with a "click of the
mouse" will not make a logo any better. The answer is black
and white: it works or it doesn't.
you fall in love with a solution doesn't mean it works!
of my favorite designs had to be discarded because they didn't
answer the clients need. Who says design won't break your heart?
Design = Organization
design is about organizing information is a secret that few
will tell you. Most like to think of design as a mystical answer
that magically appears. Truthfully, that answer appear as only
after a lot of work and research.
add details last
at the big picture before ironing out the small details. Be
prepared for things to change a long the way. Sometimes
it's best not to work sequentially.
decisions must be justified
"it looks good" is neither a justification or a reason
to move forward.
Don't forget about
the areas that surround the design, the negative and positive
space it creates both on the page and in your head.
designs are more appealing
to please and appeal to the largest amount of people makes for
a bland and indecisive design. Speak directly to your target
audience and they will have a stronger positive reaction to
is the essential idea behind the design
you don't have a concept, you've only got decoration.
the problem before seeking the solution
Expect the definitions
and parameters of any project to change.
story, your product, your vision are all encoded within your