I love logo design, though I don’t often get to create brand-new marks from scratch. I’m a long-time in-houser, which means I’ve worked on lots of sublogos. Sublogos are an exercise in creativity within restraint: find a creative way to elevate a portion of the brand while not straying too far from the brand identity itself.
One advantage of my last role was the chance to submit multiple concepts for new initiatives. I don’t love the “assign several designers to the same project and see what happens” model. In some cases, good design work can be buried in personal biases. However, I did appreciate the chance to explore ideas, and I feel the process pushed me to be a better designer.
Here are a handful of sublogo concepts I submitted. None were selected, but I still like them. And who knows? Maybe they’ll be the springboard for my next freelance project.
