Starting the search. Testing out different ideas.
The client asks us to think some more and add more meanings to the logo. An arctic fox would be too bold and too vague.
Going back to think, but not abandoning the arctic fox entirely.
Developing the idea of a fox-hat but in a more minimalist style.
Working on the shape. The sketch is ready.
The logo can be used to make a nice toy, too.
We need another design. Looking at the art of the northern people.
Creating a symbol: a deer’s head, snowflake, letter X, and a raw-hide tent.
Preparing a presentation.
The client approves the deer. Starting to work on the text. We want a rough typeface with ancient letters.
The type designer joins in.
The result is too elegant and accurate. At first, the art director approves but after a discussion with the designer decides to go back to rougher shapes.
The art director chooses the second option.
Creating additional elements of the style and patterns as we go.
Considering various media.
Getting the client’s approval, taking photographs, inserting them in the guide.