These sketches are preliminary work for Milk Shirts, an online store and brand that we are working on from the ground up. They only sell white shirts, hence the name Milk Shirts. I'm looking forward to their online store opening up in the near future.
I've heard many designers say the first idea that comes to mind is usually the best. Rationally, the first idea you think of will be congruent with how others might imagine the brand’s logo. If we were making a logo for banana’s we automatically say yellow logo. If everyone agrees with the results then that means you have created something relatable that interprets what the brand represents, sells, and the service it provides.
On the flip side, it’s not so bad to create contradictions either. Throwing in something unexpected will give new dynamic to your logo.
Grey Advertising’s logo has some irony that helps it stand out. The expected color for Grey Advertising is grey, but to make the logotype for this global agency stand out, Chermayeff & Geismar avoided the obvious by making Grey red.
However, not ever brand, especially luxury brands, should have that play on words or form. For Milk Shirts, I definitely was shooting for a straight face logo. Even though I experimented with fanciful elements like swashes and custom ligatures, the direction is heading into straight edges and thicker type.