Every good logo project starts with a conversation.

Before going into Illustrator, I get on a call with the client. We talk about the business, who they serve, and what they actually want people to feel when they see their brand.

Then, during my research process, I synthesize everything into a word map. This is one of the most enjoyable parts for me. Digging deep into semantics and the symbolic world.

I called this concept “Fast Lightning”, based on three keywords: speed, effectiveness, direction.

This mark is one of three presented to the client.