How a plastic artist deals with design

Hello all.

As the tittle says, I'm more an artist than a designer, but I'm now working to a company doing all the image just because they start asking ideas, they loved it all, they start asking me to do some things.... and I end up as a designer....

So, as an artist crazy about hiper realistic drawing, is not the ideas that are difficult to come, but to know how I turn them into design, specially logos. I had this idea for their logo:

 logo_parsuper_01.jpg   29.63KB   134 downloads

It is a "mother enterprise" who manages supermarkets, distribution and is aiming for develop other areas. Their business idea is to deal with small producers from the region where the stores are, create connection between them so that together they are able to have enough fresh products to the supermarkets, in a more close, sustainable and humanistic way. So my idea was to make this 2 hands together, who shows suport, humanity, proximity... I simplified my original drawing (to much realistic of course) to this. The idea was there... but it was not apealing... the eyes just don't like this image... at least not my eyes... So for 2 days I was giving crazy not knowing what to do.

In the middle of all this thought, I remembered what I do in arts.
So I didn't look to the image for one day. Then I open it, put the idea aside, and just let my eyes told me what was wrong.

1 - the image is not balanced, it seems like something is falling... it actually passed me the idea that the hands would break apart at any moment.

2 - The arm part.... was very an arm... it was my realistic eye telling me that I should keep the arm movement... but this is not a draw... there's no continuation for the arms so... they don't really have to be arms.

3 - I started seeing that a more circular form, almost like a vortex would be great to pass this idea of connection.

So the result was this:

 logo2.jpg   35.52KB   109 downloads

I liked it now, and so did the enterprise cause they chose this one.
But I was not satisfied enough. I wanted to be able to simplify even more, I wanted to explore more this process of simplification.
So, I did this:

 logo3.jpg   34.36KB   112 downloads

Really liked it. It's to modern, so the enterprise choose the other one, but will keep this one to another business connected to them.

Sorry for the big images, I actually turn them much smaller, but they would always appear like this.

And sorry if I write to much, but I'm also a writer so...

Hope you like this post and this method of getting to a design simple and clean.

Cool evolution of the mark. I like the simplified version, though it seems a little unfinished. The concept is definitely there, but maybe needs to be flushed out a bit more.