A start-up lingerie line came to us needing a brand re-work. Their logo looked silly and amateurish (it basically featured clipart of a bra), so we were tasked with classing it up. Their exact requests:
Young/fresh, yet ageless
Iconic years to come
After about 6 rounds they stopped responding to emails and never paid the final invoice.
Some months later a few of us who were on their mailing list received an email that they relaunched with a new look.
Their new logo is their name in lower case Times New Roman with a space between each letter.
You know. Young, fresh, elegant, and iconic.