A little behind the scenes video of birthing a logo design (actually, there is even more to it than what is shown here). The client was AMI: a data asset management company who helps bring order in tracking massive amounts of data. Part of the challenge was creating a cohesive mark with such unique letters: A, M, I are all so different in width and form.

 

See more about how I measure the effectiveness of a logo design here. If you'd like to work together, click here.