A couple of years back, I was engaged by a non-profit to do a complete rebrand; new logo, updated digital presence, etc.
The direction I was given was more abstract than concrete, wanting a desire to convey a feeling, with no real idea of what the logo should LOOK like. It’s a familiar story, but one I’ve been accustomed to during my freelancing days.
Based on what I was given, I came up with 5 distinct designs, each with a corresponding color palette that I felt best conveyed their feel. It’s important to note, each design was very different from each other, largely due to no one at the non-profit actually knowing what they wanted.
I then get an email from the director, who included a forwarded message from one of their junior staff about what they thought about the variety:
Client: I recently took a class on branding and marketing for non-profits, business and campaigns, and wanted to take the time to share you with a couple of things I learned… The logos you sent over have a wide array of colors, some of which contradict each other.
By all means. Tell me my job.