Before starting to design or redesign any logo we need to set the style coordinates that are going to determinate the shapes, colors, fonts, textures, and other elements of the new branding. For that reason, every time we start a new project we define "Mood Boards" ( sometimes also call "Inspirational Boards") of the brand. These Mood Boards are going to set the tone and serve as preview for the client to see what are we thinking about the future new logo.
Here are some examples of Mood Boards developed in the past for different branding projects.
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