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Final Logo
Morphological Matrix Sketches
What is Morphological Matrix?
Each row contains a category of design elements, and each cell in that row shows a different sketch/variation of that element. The designer picks one from each row and combines them to build a logo concept.
Thumbnail Sketches
What is Thumbnail Sketch Analysis?
This is the next step after the Morphological Matrix. Using the Morphological Matrix as a foundation, the designer selects and combines individual elements from each category, such as symbols, letterforms, and visual motifs to generate a wide range of logo compositions. Each thumbnail tests a different combination, helping to identify which directions feel most appropriate for the brand before moving into refined development.
Concept Explorations Sketches
What is Concept Explorations?
Concept Explorations are the next step after Thumbnail Sketches. At this stage, the designer takes the strongest thumbnail ideas and develops them further by refining the composition, experimenting with typography styles, and testing how the symbol and wordmark work together. Rather than exploring many different ideas like in thumbnails, Concept Explorations go deeper into a smaller number of directions, pushing the details, weight, and personality of each chosen concept to see which one has the most potential to become the final logo.
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