I met with a client looking to have a logo created for his woodworking hobby, turned side-hustle. He wanted the logo to have his initials, be clean and use a saw blade in the design.
During the creative process, I first looked for a slab serif-like font that had a variety of weights and was clean with a precise look. This font stood out to me because the negative space of the W looks like a wood wedge or even the teeth of a saw.
With the font selected, I then began to add visual elements. As I was designing, I started to feel that the use of the saw blade detracted from the clean feel the client was looking for. So I created several different options for the client to choose from; some with a blade and some without. The above logo is the final design he chose.