I don't do a lot of identity work. I like to leave it to the experts. Experts are people who design logos all the time. And I mean ALL THE TIME.
If you concepted and designed a logo a week for a year, you might get pretty good at it. But most designers don't have that opportunity, so a lot of logos are a little bit awkward.
Designers who do a lot of identity work develop skill in a couple of areas:
You'll see that the logos I've designed are far from perfect—even by my own standards, articulated above.
I still have a fondness for all of these. They're not perfect, but they are successul.
My #YOLO project for 2012. I designed a letterpress calendar and had it printed at Cranky Pressman. I sent these to my friends and family instead of holiday cards. So much fun!