After the time and effort I put into the Five Stars Entertainment Group logo for 
The client
Memory Sports is a phenomenon where people use memory techniques like the memory palace or the Major System to memorize numbers, cards, names, words, images, dates and more as much and as fast as they can. They might compete in competitions like Speed Cards as well. The world record for memorizing the order of a deck of 52 cards and laying a different stack of cards back in exactly the same order currently sits at 23.22 seconds for juniors. The Adult record is 16.96s.
We started discussing his requirements on discord and having some back and forth on what it was exactly that he was looking for. Initially he stated that he was looking for a logo, but after talking about it, we came to the conclusion that he was actually looking for a brand image to use for his posts on Steemit. He already had a logo and a mascot to boot.
The Brief
So after deciding on his actual needs, I asked him what he would like to see, what was he seeing in his minds eye. As it turns out, he was seeing quite a lot. As said, he already had a mascot of an elephant which was being redesigned and if it could be in there (the elephant). He saw snakes and fantastic beasts and all sorts of items (like Platonic Solids) used in memory sports. This was going to be one hell of a brand image. He had a passionate way of talking about it, that it inspired me right away. I had a direct view into his minds eye so to speak. It was a blast.
The Concept
So after a rather large session of what could be going on inside the elephants head, I came up with the following.
I said, what if I portray the elephant in concentration mode, fingers to his temples to emphasize the state. Around him we see all these elements like he would see them, floating is space, making connections. and what if, what's left between those items forms the words Memory Sports (yet another negative space logo). The elephant is based on the redesign
The Final Design
The final design is pretty close to my concept sketch. Obviously, I moved some stuff around and I used an actual font for the spacing as background and to make sure all letters were about the same size. I used a lot of colors next lots of items to portray whatever connections a memory sports person might make. The blue 'smoke' portrays the haze between 'real' (the elephant) and the elephants imagination / memory.
Thank you for reading.
