Here’s a behind-the-scenes truth: I’m proud of every logo I’ve ever made. But I’ve also “thrown away” a lot of them.

Design isn’t magic. It’s not always a lightning bolt of brilliance on the first try. It’s more like sculpting—slowly refining, reshaping, getting closer to the truth of what a brand is meant to express.

For most of our clients, we create 15–20 logo options in the early creative flow. And we might only show them the final 8 or 10. Why? Because the first ideas are usually just… okay. Not bad. But not ready.

They’re stepping stones. Necessary missteps. Each one gets us closer to the click moment, where the concept finally feels like home.

So if you’ve ever wondered what we’re doing behind the curtain, now you know. There’s a trashcan full of decent-but-not-great logos that helped us get to the one that sings.

And honestly? That’s the fun part.