A fresh assignment for my Platt College, San Diego, CA foundation Graphic Design students was the challenge of creating organic logo marks on 8 inch x 8 inch cardstock tiles. Some students created over a hundred samples, while others established inspiration from the 30 minimum. The materials open for use were endless and the more interesting (wax, hair, nailpolish, dirt) the more concepts began to flow! Once a concept was established from the initial mark, refinement continued with a full evolution of a concept company which self generated, in many cases, from the materials used. The mark was tweaked by each student through art direction and numerous class critiques. Proving that an innovative “idea” is the soul, wit and success to any project.