In design we must have a base where we start to create, for me I always start with Pinterest. I believe that starting with many base ideas and sketching are the key to creating new designs that break the mold. From there I bring my sketches into Illustrator and begin the refinement process of creating a brand identity.
Brands should create an emotional response, relate to the brand, and have a meaningful purpose. I strongly believe that if you have this connection within the logo that tells a story, you have done more than just embody the name in the logo.