When Qip Creative was asked to design Jukedeck’s logo, the company was little more than a few lines of experimental code. Luckily, founder Ed Rex had a strong vision for where it was all headed.

Through conversations with him, we developed and defined a brand personality. My job then was to capture some of this in a logo design that Jukedeck’s partners and future users could relate to and understand.

While there are guidelines, there is no formula for success here, as much as we might like there to be. …