The logo challenge

Aaron Draplin, owner of Portland’s Draplin Design Co, has an uncanny way of stripping a complex idea down to it’s basics and making it relatable.

Like us, he is a proponent of design that works for the client, stressing the importance of creating logos and building an identity with intent in mind. Remarkably, he has created logos for the likes of Nike, President Obama and The New York Times. Here he takes the Lynda.com logo design challenge, creating a dozen iterations of a logo for a fictional concrete company. Watch as he sketches, brings his ideas into the computer, and tests and tunes the different iterations. The logos Aaron creates prove design can elevate any company or brand.