Jessica Hische: belief

Transcript context

…Awesome. Thank you for sharing that. Before we get into other stuff that you do, because like you said at the top, there are many other things you do outside of this specific time of work, is there anything else you think might be helpful or important for people to know about working with you on a logo refresh or just thinking about logos and this whole space we talked about? The best thing is just seeing what's there and really being able to understand what's not working about it and what your goals are. Like I said with that reverse justification of intuition, I think if you know that the logo is not quite where you want it to be, just spend a couple days asking yourself why. "What is the thing about this that bothers me?" Don't get specific. Don't be like, "The way the R is," or whatever. Maybe that's the thing that we talk about down the line, but always think big picture before you think minutiae, because sometimes people think that... They'll throw a bunch of minutiae stuff at me, but it's because they haven't really stopped to think about what is the overall thing that's bothering them. You just never get there if you're always trying to address detail before you address the big picture stuff. You have to just always start super top level, and really ask yourself very broad questions about why you think it's not working, and then go tighter, and tighter, and tighter, and be like... It really could be like, "This C has always bothered me," and then we can get real specific about that when I'm doing the refresh. But I think I also need to understand the overall reason why we're doing this, not just the little bugaboo that bothers you specifically but might not bother anybody else. Yeah. When I was thinking about this, it feels like my whole feeling was this could be better. That's all it was for me initially, is just like I feel like it could be a lot better. I imagine that's enough for some people, just like, "I think this could be better," and then here's things [inaudible 00:55:50].…

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