i'm not sassy enough.

my creative director and me were put to the task of making logos for a diner.

we were given an outline of them being sassy and known as the "hidden jewel of duluth", so we set out.

i had come up with these.



i obviously was rather fond of them, but none of them were picked.

after meeting them, it is obvious why they gravitated towards the one that the did, and had i met them prior to creating the logos, i would have changed the design knowing their general attitude.

i got a new layer of thick skin as they placed my 3 mouted foamcore boards aside and said out loud "these 3 are crap" and then backpeddaled a bit and explained that they are too contemporary, which i agree entirely. i held back a tiny wince at the word "crap" though.

what can i say, i'm not sassy enough.

(all logos shown are owned by carlson media inc., my employer)