I just finished a 1 hour marketing meeting with an organization that I volunteer with.
They are trying to create an new website and the look they create for their website really should be consistent with the rest of the documents and letter head. So that brought us to the question of the logo.
It turns out that they all think their logo is outdated. So we started talking about what the organization represents. What do other people think of when they think of the organization. We managed to boil it down to about 3 or 4 concepts.
Then we started playing with images that represent those concepts. Within another half an hour, we had a rough draft of a logo portraying the ideals valued by the organization.
That logo summarized the brand we are trying to establish and it is a grass-roots expression of them.
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