Hello Digital identity design process

I’m always interested how other designs arrive at their final design solutions, and to the alternate concepts that didn’t make the cut. In this instance, Logo Design Love highlights the process taken by Fluid in developing the identity for Hello Digital, a kind of digital design festival in Birmingham, UK.

Check it out for more in-depth images and some light explanatory text.

Whenever I see a process case study like this I’m reminded of the staggering number of ideas that aren’t accepted or chosen. In fact, upwards of 90% of our work never makes it. Imagine if other professions only approved 10% of their work — it would be amazing if anything got done. Imagine further if that rogue 90% actually grew and became something useful. In many cases, the concepts are perfectly viable and satisfy the same brief — it often comes down to someone’s personal preference and gut instinct.