The Importance of Sketching

I was reading a blog today. About designers and their sketch books. Most designers love to doodle and it becomes a very important part of the creative process. I believe that sketching is vitally important to the success of any logo project that I work on. I tell clients that sketching lets me get rid of the bad ideas quicker. Sketching lets the designer layout an idea in raw form and see if it works. Most do not work. I typically create 50+ sketches. Then from those 50 I narrow it down to 3 concepts to show the client. I may create several variations of each concepts. Before the process is over I will have created over 100 logos with slight variations in type and color. I carry my Moleskine book with me everywhere because you never know when a creative thought will come.