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Logo Design - The Art of Storytelling

This is an example of my logo design workflow that I'm increasingly using for client pitches. The document is focused on taking the client on a journey through the key design decisions that make up the design. Although there is a little more upfront effort, the pay off is the client has a deeper understanding of what the logo is saying and how it relates back to the original brief. Incorporating mockups, design theory and graphical elements into a visual journey definitely helps with gaining client sign-off.

This document was prepared for financial journalism firm, Threshold Editorial Limited.