The Good, the Bad and the Ugly

Mark Twain once said, “Those that respect the law and love sausage should watch neither being made.”

Well, the same can be said about design.

Sometimes, arriving at the perfect design involves a lot of bad ideas, mistakes and changes in perspective. While working with St. Louis-based Web powerhouse Announce Media, Solvm went through an exhaustive process to create a brandmark and logotype for the company. The initial designs (shown below) span the spectrum of good, bad and ugly; however, all of them were necessary in order to generate a winner.

Try Everything

When designing, try everything. Learning what works is as important as learning what doesn’t. This is an informative process that’s crucial for you and your client. Here is a general representation of the prototypes that led to the final design:



Years later, Announce Media is still satisfied with its logo. At the company’s headquarters, the employees recreated it with Legos. Solvm likes it when people have fun with our work.


  1. Logo reflects Announce Media’s professionalism and values
  2. Increased confidence in appearance
  3. Logo created direction and unification
  4. People love the logo