All these designs were presented to the client as preliminary ideas of the brandmark. A few of them seemed to have some potential, but I was not particularly happy with any of them. Especially designs based on goat’s head seemed a bit unsatisfactory compared with the number of sketches I had already produced. That was not a good sign and – to make matters even worse – I felt quite creatively drained by this project.

The final blow came when I got a reply from my client: he was not impressed by any of my proposals…