As with all our clients, we try to establish a brand filter that fully encompasses the business's passion and purpose. The filter we landed on became the central reference point for all design.
Slowfire had a specific feel they wanted to portray in their logo. Because it was so specific, getting the design just right meant lots of trial and error. "Less is more" is a common phrase tossed around the business community, but sometimes "more is more" is what gets you to the solution. Another requirement for the logo was that the icon needed to look good on a cap without simplifying it, which added to the challenge. We drafted many logos and worked very collaboratively to make sure the logo checked all the requirements and aesthetics.
We applied it through many different uses to make sure this logo was the one. DesignGum never lets a logo leave our hands until we know for sure it works in real-world situations.