In 1992, the principals at ad agency Johnson/Ukropina coined the term “Fastrak” as part of the assignment from Transportation Corridor Agencies to introduce toll roads in Orange County, CA. Brought in to create the logomark, I was inspired by highway signs and freeway lanes. The idea to combine the initials “F” and “T” into a symbol was an obvious first choice. Sometimes, the first idea is the best. FasTrak recently celebrated their 20th anniversary with over 3.2 million FasTrak responders in vehicles throughout California.

Ideas for the most part, are subjective. Some are good. Some are bad. Some resonate with clients. Some don’t. Some get revised. Some look very different once they go into production. Like all projects that have ever been undertaken, there will always be some ideas that will never make it past the drawing board. Below are some of the concepts that didn’t make it, but they can still inspire the imagination.