The making of the Word Magic logo for crossword publications

Taking the title chosen by the customer—Golden Words—and starting from there.

Getting the first worthy option, developing it, and presenting to the client.

The customer is not sold. Trying to improve this variant.

Does not work. Back to the concept search.

Researching the potential of cubes.

The customer has more doubts, now questioning not just the logo, but the brand name as well. Thus, Golden Words turn into Word Magic.

Starting from scratch using QR code as a base.

Showing to the art director.

Exploring two options.

Just not enough magic. Keep pumping ideas.

Trying it on a typical cover.

Presenting to the customer.

Customer: It’s just a plain QR code, it does not even look like a logo.

Staying on it.

Aha!

Drawing it out.

Adding a background and placing our badge to where it belongs to.

Art director: It’s ok to show it to the client.

Final touch-ups and off it goes for the customer’s approval.

Approved. Bringing the artwork to the proper level of sophistication.