I had this idea for a logo for a user experience & strategy consulting firm. It’s based on the fundamentals of designing services. Value Proposition Design lays out a useful framework. On one side you have a user that you observe. This user has goals (jobs), obstacles (pains), and desired outcomes (gains). The other side represents a product or service that you design. Your product should work to address the user’s jobs, pains, and gains. This logo take the three elements for each side and represents them in a logo. Then I made it look like a bow tie because, you know, bow ties are cool.