This project is for a company surrounding fitness, personal training and coaching in the fitness world. The owner already had his own ideas regarding the colors and how the logo should look. However, I believe that as a designer you should always serve as an advisor. Whether a customer has no idea or already has a complete picture in mind. As a designer you have to give advice and think out of the box, where the customer may not come. For example, I usually give a design that is almost identical to what the customer thinks and I also give other designs as options. And yes, it often turns out that as a designer you have ideas that the customer has not yet had. Therefore, always try to listen carefully to the customer, what the goal is and not necessarily what he/she wants to see.

Jos Burgers (A Dutch marketer) described part of this in his book ‘GEK OP GATEN’. This fun book about marketing can also make you think differently as a designer.