The Best Design Tool

Renowned designer Marty Neumeier once said “The best design tool is a long eraser with  a pencil at one end” and this is no truer than with logo and brand design.

By Eoin Tumelty

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I always tell clients that while creating concepts for logos, 99.9% of the process is finding  out what doesn’t work for them – it only takes a single idea to create a logo, the majority  end up on the cutting room floor. In this blog entry I wanted to go back through some of my personal favourite design  concepts that just didn’t make it for one reason or another. These are some of my  favourites;

Cinderella Shoes

Cinderella Shoes manufacture and sell fashion shoes for plus-sized women and when I  initially met with the client they said they wanted a modern brand that would empower  woman. I really liked this concept as the monogram of the ‘c’ and ‘s’ was feminine and  while placed in the shield shape it portrayed the idea of strength. I felt this icon paired  with the modern word-mark represented the brand perfectly.

Cinderella Logo - Platform Media

Eighteen Thirtyone

Eighteen Thirtyone are a giftware company who manufacture their own candles and sell  them along with other gifts etc. In this concept I integrated the number 1831 and the word  so that both would be included in the logo. I also felt the number alone worked really well  as a standalone icon for social media use etc.

1831 - Platform Media


Bee True is a start-up counselling service. The owner came to me wanting a traditional  counselling logo with a lotus leaf. I really liked this concept as I really wanted to include a  logo design with a bee and marry it into the original brief. I feel this concept comes across  as friendly and welcoming and would suit the brand perfectly.

beetrue - Platform Media

Honourable Mentions

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