I was hired to create a new, modern corporate logo for a national machinery client. Their company brand and all of their current products’ brands were developed by a friend of the owner during the early 80s and had a typical raster-line look, ala AT&T with a sad, old-fashioned corporate color.
Me: Your current logo I’m sure has worked for the last couple of decades, but at this point it’s pretty dated. I’ve looked over some of your printed materials, and you can see where those fine raster lines create problems when you reduce it for print.
Client: No, absolutely. We hired you because we wanted something to reflect our new ownership and a more modern approach. We liked how much of your portfolio is modern and sleek.
After getting a signature on the contract and a deposit I spent about a month working on designs. The results were some of my best design work to date. I narrowed my work down to the three strongest ones. I created a presentation showing the three logos in the standard way: Solid black, grayscale, reversed, large, medium and small sizes on all (with a promise to get into color after the mark was locked down).
Me: Okay, don’t give me any thoughts yet. Spend some time with them and then let’s reconvene after a week or so to discuss.
Three days later:
Client: I showed it to some of my workers down on the machine floor and they didn’t like them. We’re going to in a different direction.
Two months later, I looked at their website. Their newly-named company logo is almost identical to their old one, same lined effect, same color scheme.
I later sold one of their rejected designs to another client.