Now, I admit, I made this a bigger deal than perhaps it warranted. On the other hand, why start a company if you don’t aspire to be the best: if you aspire to mediocrity, you will likely achieve poorly, its by aspiring to greatness that you at least achieve mediocrity.
It all began with the design of the logo. You see, the complication with design projects where you are a not a designer, is that you know when something isn’t right, but you cannot communicate what would make it better.
I knew I wanted my logo to be meaningful but not obviously so; I didn’t want it to use overly recognisable symbols (like hands, arrows, stars of humans); and I wanted it to convey the essence of my brand. Sounds fair enough, right?