The recently completed identity for the Millennial Mayors Congress, a program from the Suburbs Alliance. Quite possibly one of the most difficult logo challenges I’ve had in the last 10 years. It may look simple enough, but getting here was no small task.
The client wanted a meaningful, but abstract expression of this org’s tenants, without using overt imagery like initials, or iconography that directly represents the name itself. The process required 8 rounds of designs and revisions, most rounds containing 9 or more concepts. I don’t normally create that much imagery for a logo design but, as I said, this one was a monster. Why couldn’t it just be a simple “MMC”?
I know the answer of course. And I’m damn glad for it.