The customer specifies a clean, solid logo without any complex metaphors. Skipping on sketching by hand, trying to directly arrive to the required graphic concept.
Art director: Keep looking.
Art director: Still a no, keep thinking.
Back to pencil sketching. Brainstorming on paper.
Selecting some promising pieces to present to the art director.
Back to Illustrator.
Art director: We’ll stick to the house.
Polishing the house: adjusting the line thicknesses, picking the color. Ditching the bend-up tab idea and removing it altogether instead. Choosing the house shape.
Working on the text portion.