I recently had the pleasure of working with Dress Code, a Tucson, Arizona fashion boutique on their logo redesign. Pictured above are the results of the exploration phase. We were going for a range of marks that exemplified the energy and diversity of todays hybrid styles, from Punk to Posh. (*Keepers: 1, 5, 9) Sometimes people think designing a logo is easy, it must only take an hour or two, Right? Wrong. Although the final single mark that you see is usually quite simple (and hopefully memorable and timeless), there is an iceberg of sketching, concepting, and exploring that takes place prior to reaching the final mark. Lots of designers say that logos are the hardest part of their job. I am the polar opposite, identity work is my favorite. Bring it on! Click-Zoom.