Many times when we're starting a new project, we start by making an outline, even something you'd think of as simple...like a logo. It really helps us generate ideas, stay organized, and define the needs of a project. We find ourselves telling more and more people about the virtues of outlining as a creative tool, so we present to you:

Clients sometimes look at me quizzically when they ask, "How long does it really take to design a [insert project type]?" and I answer, "It takes as long as the budget allows."

Really. This is how I answer the question, and it's not because I'm greedy, or that some clients can pay more and therefor should, or any other quasi-ethical flimflam that sleazy consultants try to pass off as enlightened business practices. Every one of our clients gets exactly what they pay for, if not more.

 Seth Godin has a blessedly concise little thought on his blog concerning the misuse of language in marketing material. When you're done here, go check it out.

So, here's the gist: Seth stops just short of posing the question, "Are your customers assuming you're stupid because you have poor grammar, or misuse quotes and apostrophes?" I would add to that misusing homonyms and 10-Cent words in general.

I was recently commissioned to design the logo for Alliance Business Insurance and, as luck would have it, haven't accidentally destroyed my notebook yet, so I'm presented with the golden opportunity to document my logo design process.

I feel it's noteworthy that although I do have a general process for logo design, it changes on every project. First, I am always trying to improve it. Second, every client is different. Third, I think design is about discovery, and you have to go where tha process takes you. Although design is a process, it does have a result, and the service of that result needs to be the ultimate goal.
Okay, so now that I am down from my soap box, here's how I designed this logo.