I love to draw, so starting out with sketches on paper for a logo design makes perfect sense to me. This way I can decide what works and what doesn't with a few scribbles rather than tackling the initial challenge directly in Illustrator.
For this project, the client liked the color green but didn't have specific requirements for a style or font. I decided to try a few graphical options first...
Once I got into Illustrator, I refined the two options, sticking to a green, brown and black color scheme. I also added a simpler, more classic design. Here were the three options I presented...
Even though the client really liked the stylized roots in the first option, she ultimately decided to go with the last one as she felt it was more professional looking, very important due to her highly competitive market.
ASF 2010 Annual Report
