Chapter Seven: From pencil to PDF

To be a good designer, you must be curious about life; the strongest ideas are born from the experiences we have and the knowledge we gain from them. The more we see and the more we know, the more ammunition we can stockpile for generating ideas.

I’m frequently asked how to integrate this stockpile into actual logo concepts, and that’s what we’re going to focus on in this chapter. We’ll look at the two vital steps in this process—mind-mapping and sketching—and then talk about what to include when preparing your presentation PDFs for the client.


Using mind maps helps you consider as many different design directions as possible, and at the stage when they’re most needed. It’s a relatively straightforward ...

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