CLIENT DIRECTION: The client provided and initial drawing mock up of their logo idea. Using at simple stepping-stone type bar chart, as the icon to emulate the idea of investment fund growth.
THE PROCESS: We started by creating a digital mockup directly translated from the drawing provided, but quickly decided to move away from the icon at the end of the logo. Instead, we focused on emphasizing the growth bar chart within the lettermark, having it represent the "E". From there, we made adjustments with spacing and font thickness based on client preferences.