The Identity Soak
As you might recall from the NameStorm Stage of the process, we suggest a passive activity called “The Soak”. This is a time when each of the participants in the process shifts from active thinking to passive thinking.
We recommend soaking on the identity candidate for 10 to 14 to allow the logo options to stay in the back of your minds while you go about your regular work.
This shift into ‘slow thinking’ always reveals new insights and understandings about the options, and has a significant impact on the effectiveness and quality of the resulting brand assets.