When designing a logo, we keep several things in mind:
1. Keep it simple.
2. Make it reflect the organization.
3. Keep it fresh.
4. Give the client options.
5. Be at peace if the client does not pick your favorite option.
As wonderful as our clients are, they may not always pick our favorite design. That’s why we need to be sure that everything we present will make them—and us—proud. We presented four different logo concepts for the Center for the Study of Federalism, an organization dedicated to advancing understanding of the principles of federalism. Option one (our favorite) shows a circle of books (study) forming a star (federalism) in the negative space. Option 2 pulls the book shapes away from the center to de-emphasize the star shape. Even though the client chose our least favorite option, we are at peace since either version says something meaningful about the organization.