The 12-Hour Logo by Jim Hargreaves

THE CLIENT
My cousin, Susie. Twenty-four years old. Dallas socialite and author of Susie Drinks Dallas, Big D’s hottest happy hour blog. Susie drinks vodka straight, loves cupcakes, and showed up to a family reunion in the Poconos wearing black pleather pants.

Susie is a bit of a lush.

THE PROJECT
Susie needed a new logo. SusieDrinksDallas was gaining in popularity, attracting advertisers, and being featured in the Dallas press. Susie was even ready to start hosting her own events.

Just one problem. Her old logo was, well… shit.

It was time for a professional identity.

THE CHALLENGE
No money. No brief. And we all know that working for family can be a pain in the ass. Oh, and I couldn’t afford to spend more than one day on the job.

Can you say dream project?

THE OLD LOGO
Umm… what’s up with that building on the right?

THE PROCESS
So after a quick creative audit, some fancy sketches, and a couple bottles of Flying Dog’s Raging Bitch 20th Anniversary Belgian IPA, I managed to kick out three options for Sus.

OPTION 1
Leverage the drink. That is after all the basis of any good happy hour.

OPTION 2
Leverage 'fabulous.' Susie’s pretty fab, so maybe her logo should be too. Add a touch of retro cocktail lounge typography and there ya go.

OPTION 3
Leverage Dallas. It’s all about being out. To see and be seen. And what’s any great city if not a collection of bars with a bunch of offices thrown in between?

THE VERDICT
“JIM! I love these! You are so incredibly talented.”

—

SUSIE
Stay tuned to see which logo Susie picks and hear more about SusieDrinksDallas’ eventual meteoric rise to fame and fortune.