Before there were Apple Stores there was MacEnthusiasts. I’ve been a loyal customer of this great Apple computer and repair shop for more than a decade. Their service is first rate. You’ll get better, more qualified advice at their sales and service counter than at any Genius Bar.

I knew the shop’s manager Mathew Perelman well enough to compare small business stories. When he told me they were considering a customer contest to design a new logo, I urged him to reconsider. I shared my work, discussed my approach, and convinced him to hire me to take on the job. As a customer, a fan, and an experienced brand identity designer, I assured him that working with me was the better option.

I documented the design on Bones.

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