OTTAWA—With all the discussion about stock logos and the multitude of sites that highlight logos of the day, Ottawa-based designer Steve Zelle says he wanted to build a place that goes deeper into the story behind logos. “There is a lot of talk about how pretty something is but not about the thought that goes on behind the logo,” he says. “I wanted to build a site that did that. Give designers the inspiration to put more value into the process and create something they could give their clients so [the client] can have a better understanding of what they’re buying.”

ProcessedIdentity.com is a community-driven site that will feature three components. The first is a process study that will be refreshed every two weeks and will highlight a project from a designer for a specific client and the process it took to complete. The second is a discussion question posed to the previous case study designer on the creative process. And the third section is a series of articles written by designers on the creative process.


Despite the fact that the site was created to address issues within the industry, Zelle says he doesn’t want it to be negative in tone. “I don’t want it to be all about moaning,” he says. “We want to re-educate people on what it means to be a designer, not just about the visual. There is a lot of work behind these creations. I think time is better spent talking about the issues than moaning about them.” Contact: Processedidentity.com