As I stated before, communication between myself and my client is of paramount importance.  It is not a one way road either.  I want a customer to feel comfortable enough with me to be completely honest about their thoughts or feelings regarding a design.  After all, it is going to represent them and their business.  When we part at the end of a project, I don’t want them rethinking their choices.

Okay, so back to RLI Solution’s logo.  I put together a smattering of ideas, working off what Eric and I had spoken about, what I saw on his website and what I understood of Eric and his business.  He didn’t want to appear stodgy, but definitely wanted to come across professional and dependable.

In brief, the first set was made up of a heavy, non-serif font and a red maple leaf.  The idea came from RLI’s name (Red Leif International) and their website.  The second set was based from the two sample logos and colors which Eric had indicated he liked.  They also have a bit of a more relaxed feel with the lower-case lettering.  The third set has a serif font and a more traditional feel, and a fiery combination of red leaves.

I sent out these samples for Eric’s initial thoughts and response.

… but I keep going back to the bottom sample on #2.  *shrug*  Not sure what that means… You’re the designer…

… And as the designer, this is what I like to get back.  Mind you, Eric got a lot more specific in his comments as far as fonts he wanted to try and types/styles of leaves.  But this comment pointed me in the direction that would lead us to a successful logo for RLI Solutions.