Logo development using the Outline view and Shape Builder

When designing the branding for an organization, I would recommend that your conceptual phase for the design be initiated on paper. You will have the freedom to sketch out a large number of options very quickly. This should allow you to develop multiple options much quicker than trying to illustrate them on a computer.

As an example of this technique, I have sketched several possible logos for a fictional video production team called Better Than One Productions, consisting of two co-owners. I want to relay the importance of them being a successful team that works well together, while each offering their individual talents and ideas to the outcome. After creating several possibilities, I chose to build a draft of the lower-right sketch (see Figure 12.1):

Figure 12.1 – Planning phase starting on paper

The lower-right sketch is made up of several simple shapes, which should make it an ideal...