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.

A lot of concepts I design never see the light of day. It’s not that they’re bad designs; they just aren’t chosen by the client for one reason or another. Still, I love the process behind these concepts, and in many cases, I’m happy with the end results, even if they’re never used. Here are a few (out of a lot more) that I did for ATD’s TD for Good Initiative.