I work at a small
marketing agency that deals with a lot of real estate firms. I got the
assignment to revamp a commercial real estate company’s old logo. It was really just an outdated serif font of the company’s name with very little else.
Client: We don’t really
know exactly what we want, but we do want a different font in the same color as
the original. We’re not trying to reinvent the wheel.
It seemed to me they were going for a more conservative approach. I sent them a few designs
that were austere and stylish, but not particularly flashy.
Client: These have no “wow”
factor. We’re looking for something unique and appealing. Something that will
get people talking. And please, make it more colorful.