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The creative process for a good logo design tends to be tedious and long, but at the end everyone wins. The biggest challenge is to subtract the unnecessary and leave what is absolutely essential to communicate what the brand wants to communicate. Also, if is a re-design, persuading old customers to feel identify with the new version of it. Usually it takes several meetings with customers, research, user testing and tons of design sketching and ideation to come up to an original, strong and memorable logo.
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