The images below were original iterations of the logo that I created for Purple Rose Counseling, LLC. Initially, I sent the first three iterations to give her options to choose between and get an idea of the direction she was leaning towards. From these first iterations, she asked me to combine some aspects of all of the options. She liked the colors of the first one, the font of the “Purple Rose” in the second one and the actual rose of the third. Another request was for it not to be arched. We also discussed the hierarchy of text, as she wanted “Counseling” to be more prominent. However, with my experience and some research I explained to her that I would recommend focusing on the name of the company first over the services that are offered. I chose to show her new versions that show both levels of hierarchy. In the end she agreed and wanted the one where the company name was more prominent. The only request she had after choosing iteration five was to remove the stem below the “o” of counseling. That is how we landed on the current primary logo.