I've wanted a blog logo since the very beginning. I tried to design my own. Nope. I even played with one of those free online logo makers. Ut-uh. Alas, I found Zerflin. Yes! I learned about Zerflin at the Mixed Roots Film and Literary Festival. In fact, I had admired the company's work for the festival without knowing it. One more bonus: The company is managed by an interracial couple. Any skilled designer can create a logo. It is a plus when you don't have to explain what you're doing and why. Designing a logo is a collaborative journey. The designer asks questions, and the client responds. A few black-and-white sketches arrive, prompting discussion. The designer goes back to the studio. A new sketch appears, and the client loves what she sees. Finally, the designer reveals the color sketch, and the client says, "Ooh." I learned a few things along the way. For example, logo design is an art, with some science thrown in. Effective logos must be simple, remarkable, and unique. Some of the most effective logos have hidden messages or can be viewed from more than one perspective. I never knew there was an arrow in the FedEx logo. Or that most successful logos have no more than three colors. McDonald's, anyone? Or that the ubiquitous Nike logo was developed in 17 hours for a grand total of $35. My beautiful logo doesn't dominate shipping, tout burgers and fries, or grace every piece of athletic apparel on the planet. It does, however, tell the story of this blog in one word and a picture. Simone took one look at logo and told me all about it. Thanks, Zerflin! The Process in Images The first round of sketches: I liked the first one the most, and I also liked the symbol in the fourth sketch. I asked the designer to meld the two together. Second round leads to new sketch. Two drops form a third color. In color: Honey and Smoke make Honeysmoke.