In this post, I want to talk about the importance of knowing the story behind a new logo design before you begin doing any concept sketches or design work. I’ve learned this the hard way, paying for design time that would have been much lower if I had spent the energy beforehand making sure I knew the story behind the product, project and logo. I’ve been on the other end as well… getting paid for a design that I had no clue what I was designing for… the story was muddy which makes the design scattered and muddled… and usually not very good.

So. Today, I want to highlight a logo/branding project for Sam Mahlstadt’s new site Creative Theology, which is due to launch this week.
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