I knew it - even though there is nothing I could have done to avoid it.
We got some drafts from our designer and I remained unconvinced. I looked into it, I spoke with Lefteris (the designer), I spoke with Konstantina (the PR girl I can trust), I spoke with Manolis (the other half of SoMaFusion) and I couldn’t figure it out.
Until I went back to the writer’s drawing board (that is, my trusty notebook, yes, they still exist) and I started writing and doodling (very badly may I add) and it hit me.
What I had left out was a prioritisation of characteristics. In other words a list of our key characteristics informing the logo in order of importance.
Why do this? Well, there is always a good chance that fitting all of them in one logo is out of the question.
Doing the list helped me focus my mind on what is important for us and helps the designer focus his mind on what should be more prominent.
So here it is. As I’ve said before a logo is a journey, not a simple tick in a box.
