We want Mito to have a simple and lively logo. Looking at what already exists.
Coming up with our own designs.
The art director chooses three and asks to typeset them with the studio’s logo and copyright information on a tiny label. Showing to the client.
The client chooses one.
Clarifying the amount of the text the label has to include: there’s a lot of information, so the label has to be larger. Typesetting and showing to the art director again.
AD (dissatisfied): All of them are bad. Your task is to create a nice nameplate, not a label for a Soviet radio.
Typesetter (struck by realization): Oh!