Some clients have a general idea of what they want, but don’t know exactly what they want until they “see it”. In that case, we hone in on the general direction and then I work many different variations that each have a different way of solving the same needs, like a puzzle with many possible solutions.
The goal is to love the end result and have it fulfill all of their needs for different applications and uses and resonate with their target audience.
In this case, when we got to the final design option, my client said that it was like seeing her baby for the first time… She didn’t know what it / him / her was going to look like, but when she saw it / him / her, it was like, yes! Of course! So natural and so right. Familiar, but a surprise nonetheless.
P.S. Can you guess the finished logo?