We started by going over his brand keywords, assessing his customer target (young professionals, and older established home buyers) and finally, going over his top competitors (others in the Atlanta realty industry). I then began by collaborating with Max on a mood board of creative that he’s save through out the years and some new designs I pulled from online resources. A lot goes into finding the perfect mark. When I say two logo options…it’s usually narrowed down from dozens of logo sketches, and ten or more vector sketches. I usually have a lot of fluid sketches that I star with a highlighter and bring the ones I think have more legs than others into Illustrator. Ultimately the MC monogram was chosen.
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