Logo design is an interesting process and it is an excellent opportunity to combine or morph ideas to express a concept. I often find that when you are creating a logo there are several things that you are expressing. If you can combine them to create a new form that expresses the concept you have an excellent chance of creating a memorable mark.

In the case of the Creative Latitude logo I began by listing all the things that I could think of that visually expressed location (latitude lines, compass, arrow, dotted line, dot, globe, etc.). Then I made a second list of words that visually expresed creativity (pencil, handwriting, ink splat, hand, brain, mind, etc.). After I had exhausted the lists I began to sketch and see what would make an interesting combination that would express Creative Latitude. Some of the things I came up with were ink splat/globe, compass/typographic, latitude lines/egg, and compass/brain.

As I was sketching, images that were originally more intricate were becoming more simplified to accomodate the combination of the two visuals. One sketch that I made of the silhoutte of a head with the top off and the latitude lines rising out of the top made an impact on me and I circled it immediately knowing it would be one of the ones I would bring to the computer. When I did, I thought it was an effective impression of Creative Latitude and submitted it along with two other logos (latitude lines/egg and compass/typographic).

The following week I received notice that the logo was a winner and I was glad that I had taken the time to go through all of my design steps and investigate the logo concept.