Creating a Logo for Toth

all images, c. Kevin SproulsA while back, I was tasked with Creating a Logo for Toth Design, a top design shop in Boston. http://www.toth.comI'd worked with Mike Toth before, doing a long and successful series of newspaper ads for Brooks Brothers, the high-end clothier. https://www.brooksbrothers.comHere are a couple of images from that series:When the design firm approached me, I was happy to take on the challenge. The client was a bake shop and the concept Toth wanted to pursue was a festive-looking Jester figure juggling cupcakes. Here's the rough concept they gave me...This was the starting point. I created a sketch which featured what I imagined an actual jester would look like:It was considered too mature-looking, so I went back to the drawing board...The second attempt was a bit more child-like, but still not there. The third iteration got us a little closer...The torso of the figure was simplified, and now the right arm is not so awkward. The legs are less articulated, and the headpiece went from three pointed tassles to two...We made the face of this jester into a child's face...Arms shortened to appear more like a young child.The final sketch that got approved was pretty close to Toth's original rough concept. Below is the finished logo that I made, drawn by hand...It was a long process, but we got there in the end. I saw this logo on a Crumbs storefront window at Newark Airport. It looked good!More next week...