Peder and the Printastics have been working their sweet little fingers to bone lately, crafting some super smooth new identities for companies young and old. One of the most demanding (and rewarding) projects has been for a nutritional company, LifeMax. Needless to say, the magnet boards are jam-packed with sketches, scrap, revisions and spectacularly discarded ideas.

This snapshot delivers a pretty potent illustration of the work that goes into creating “just a logo.” Sometimes brilliance and creativity are really just a heckuva lotta hard work.