When several event companies merged to form PM-1, they spent months debating branding options. They solicited input from multiple designers. They struggled to gain traction and wiped the slate more than once. They had plenty of opinions, but they needed help envisioning a successful solution. They needed someone to champion their collective best interest.
Words made the difference. The old I’ll-know-it-when-I-see-it process had left the partners at an impasse, so I redirected their focus away from describing a logo to describing what makes them successful: They’re solid. Reliable. Expertly built. These were the words that lead to the final logo and wordmark system.