Here is an example of a logo being refined and the insights behind why changes were made. In this real-world example, the "Before" was submitted to me from a junior team member. They had been asked to make a graphic "bug/burst" that could be added to marketing materials to emphasize a 3x longer battery life. The artwork was given to me by a supervisor and I was asked to refine the idea. One of the first things needed to change was that the art was submitted as rasterized art and for versatility, it needed to be recreated in a vector form. The arrow and the text were beefed up to give the graphic more visual weight. The dotted lines for the arrow were recreated to give a better visual flow and help lead the viewers eye around the graphic. A solid undefined background was replaced with the graphic being reversed out on a circular background that encapsulated the logo in a tidy container, making it easier for use in multiple situations. The direction of the arrow was changed from counter-clockwise direction, which could represent regressing or going backwards, to a forward - clockwise direction. This would help reinforce the 3X message of going above and beyond what is expected. Also, the arrow head tip is left pointing at the 3 o'clock position to subliminally reinforce the 3X. The ends of the arrowhead itself were modified so that they matched the same direction of the arms of the "X" and again draw the eye back into the design. The text "longer" was extended to match the exact same width as the "3X" above it, making it a more visual unit. The copy "battery life" was added later by client request. Having "battery life" be the same width as "longer" required the copy to be fairly small, so in compromise, the text was put on a curve matching the arrow path giving more space and allowing the text to be slightly larger.