Typically when we undertake a brand identity project, we start with a multitude of sketches and narrow them down to two or three solutions we feel best answer the brief. After a presentation to our client, we usually agree on one idea to develop further.

But what happens to the ideas that don’t make it through pre-selection?

The answer is… nothing really. They take a back seat and soon become a distant memory in our design archives. So we thought we would show you a few of these from a recent identity project we completed for Yarra Trams – ‘Women on Board’ brand identity.

Concept 1 – ‘Community’

This concept used the shape of the W with silhouettes to convey Yarra Trams’ inclusive, welcoming environment.  There wasn’t anything particularly wrong with this concept that contributed to its rejection— the client just liked the winning idea better.

Concept 2 – ‘Heads’

This concept was the ‘riskier’ or more ‘out-there’ idea, and was never a real contender. The design applications of the identity were exciting – our client loved the badges, and how different heads could be used on print collateral. But the illustrations of only women’s heads within the mark might be seen to be promoting exclusivity, and this concept was duly canned.

So which concept won the race? You can see the winner here.