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Add clip art
There is so much great clip art available, including the dozens of images you get in one picture font. Not only is clip art great for using in logos, but just skimming through collections of it can give you great new ideas.
We repeated this little clip art of the lightbulb to represent both concepts of "idea" and "swarm." The font is naturally playful and unpredictable, but the entire logo is still a bit too static for a "swarm."
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Here we bounced the type around to add energy to the letterforms.
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In the process of adding more energy and visual interest to this iteration, we created the unexpected element of a stray lightbulb that breaks away from the swarm.
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To customize the names, each of these logos uses an inexpensive piece of clip art or a character from a picture font.
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Don't forget the illustrative sort of clip art as a design option. Just remember that the logo must also work in black-and-white, so experiment with making the different files you need for various media before you finalize one solution.
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