We begin with the brand direction, audience and competitive context. Concept territories create a reason for the mark to exist beyond style. This reduces dependence on generic icons and makes evaluation more useful than choosing a personal favourite. Sketching and typographic exploration reveal several distinct ways to express the idea before refinement narrows the options. Each route is discussed through meaning, memorability and practical implications, helping the decision group evaluate a mark as a long term identifier rather than a standalone illustration.
