I was commissioned to help a client with branding his up-and-coming business, MITE (Motivating Individuals Toward Excellence). Already available were sketches for the logo and several t-shirts. My task was to help smooth some of the edges and illustrate everything in print-friendly formats.
Pictured here are the client’s sketch of the logo, one of the comps I submitted, and the approved logo in black & white.
My comp is very pleasing in that trendy and cheerful 70’s way but, in the end, is a bad logo. It’s kitchy and dated as opposed to timeless; and it doesn’t really tell MITE’s story well.
The client steered me back toward the original sketch and I arrived at the finalized logo featured here. My main contribution was to select a typeface for the “motto” that reads well and streamline the arrows.