A while ago my team decided to pitch a rebrand of AEG, not sanctioned by a particular client. Because my work was ultimately not chosen by the Creative Director to continue to Round 2, I've attached images from my process book to explain my process:
First thing I always do is come with brand attributes to help guide my design choices. Typically, this an exercise that is done with the client. In AEG's case, I led my team in the Post-it Note exercise.
We all had 10 minutes to write down as many adjectives and nouns to describe AEG and then we placed each attribute in the brand attribute categories given by the VP of Creative.
After that, I typically use word mapping and/or idea mapping based on the attribute words. This gives me additional words to use while image researching and brainstorming. Most of my team's research of competitors, inspiration, and other logos and icons can be found in this PDF.
Since AEG Worldwide has been around since 1994 with this star-centric logo, I felt like it was a cruical for brand equity and the already establish brand recognition for the logo to remain a star:
Also, since AEG is a portfolio brand, it was important to understand all the other brands within the family and take their look and style into consideration:
After that, I begin sketching:
While I sketch, I had attributes and other notes on the side panels to help me remind me of key ideas to keep in mind during the sketching.
After that, we have a design crit and then choose which logos to finesse to final:
This concept of this logo was innovation or progression. AEG strives to be an innovative company, especially when it comes to their venues, sports teams, or concerts. This was a unique way forming a star and the movements are innovating or progressive.
I landed on two final versions of a logo, but each logo had several different iterations with it.
This star is about performance and showmanship. It originally started out with spotlights forming the star and then became a star made up of spotlights. The showmanship or performance aspect of AEG and their concerts and sporting events.