Martin argues that sketching isn't about creating "perfect art" but about using a pencil to visualize thought processes and explore possibilities.
James argued the first five concepts are the ones floating in the collective unconscious. Everyone thinks of a mountain for a hiking brand. Everyone thinks of a paw print for a vet. "Burn them," he wrote. "The sixth idea is where their story begins."
The PDF didn't have chapters; it had "confessions." James—whoever he was—admitted to designing a badge for a bourbon brand when he didn’t even drink. He confessed to copying a mid-century poster for a pizza joint and calling it "retro-inspired." But the most painful confession was this: "I used to design logos to impress other designers. That’s when I failed my clients."
He emphasizes the "L.A.P." method (Look, Archive, Produce).