Because this was the identity system for our studio, we could do whatever we wanted. That’s what made it difficult. To add to the confusion, I made it an open assignment for everyone in the studio. Never do that. You’ll only make the majority of people mad at you and one person happy. That aside, it was a good exercise in understanding designers’ interpretations of the environment they work in—what they want their studio to be. It also helped me realize what worked for our culture and what didn’t. To top it off, the printer we initially chose had so many problems with the production that we went to another printer. While in transition, we looked at the design and decided to change it. Thank you, bad printer!