When it comes to designing a new logo or brand identity each designer has their own preference for how to approach it.
Some designers use note pad and pen and doodle and scribble until they get something to work with then onto the computer they go. Others dive right into their favourite design program and start cranking away until something falls into place. Other designers will sift through books/magazines/websites/stock imagery and any other reference material they have lying around to get a kick start.
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