This is a great example of a lot of effort and no good result! We were contacted by the Browning Paving & Construction Company to create a logo for their 30th anniversary. They had never had a logo and wanted the slogan below as well as a boot in the design. Here was our first attempt...
Although all of the requested elements were there, the patriarch of the family didn't like it... so we threw out the boot and added a compass where the "o" had been...
Still no connection... so we imagined a ribbon of highway connected to a script of the Browning name...
Not 'manly' enough! So we went with a very masculine and traditional rendering of a paving machine at work featuring a deep area of black asphalt that would set the name apart...
Too dark! Now facing our last idea, we came up with a very generic steam roller and incorporated the big cylinder of the roller with the "o" in Browning... even leaving a flattened underline of asphalt beneath the last half of the name...
The client couldn't really pin down what they objected to but they just didn't connect with it. We gracefully bowed out at that point and spent a few days trying to wash the asphalt ideas out of our brains. Sometimes you eat the bear and sometimes the bear eats you.
