GDP #1: Triple Threat


J.D. Arriola, Art Director

Apr 2022


The Triple Threat position represents our first draft to the client where we present 3 Logo designs.

The Triple-threat basketball position:  a posture where a player can do one of three things: dribble the ball, pass the ball, or shoot the ball.

1 - Pass - We open the gates of collaboration but we're susceptible to giving them more creative control.
2 - Shoot - We present a single concept w/ more rationale and display confidence
3 - Dribble - We show 3 directions and gather more feedback to find a better shot in draft 2

The 1st draft sets the tone for the whole project.

Always present logos that work and make sense for their brand. Believing these logos can be a vessel and carry the meaningful weight of their brand starts with us. Have confidence, provide clarity and reasoning when presenting concepts. Clients come to you for guidance and expertise. We are their guide through an abstract field of endless ideas and possibilities. We are responsible for steering them in the right direction. Being an introvert and a victim to over justifying design decisions, it never hurts to come prepared.

It's so easy to get lost into the granular details since we're technicians.

Run-throughs and a game plan for explaining your thinking and talking points really helps with the nerves. Run several passes to shed and/or keep essentials that are enough to explain what you're going for.

Storytelling and presenting our ideas is part of the job.

The more logos you show, the more effort is required to make a selection and eliminate. When presenting 3 logos, present 3 different directions. This is a great opportunity to learn more about their taste and gather information for a better next round. If you present 1, build your rationale and display your utmost confidence in it. We rarely present 1 logo design but when we do, we feel good about it. *This approach is highly assisted by reputation or clients showing desire and confidence in your portfolio. If they’re not bought into the first draft of logos, don’t sweat it. Refining is part of the process. Take their feedback and bring it closer to their vision. Know your position, Identify what's in your control, test, and refine your methods!

Thanks for reading!
GDP will be an ongoing series for shorter reads on my personal experiences as a graphic design practitioner.