In looking for a law firm logo, we explicitly asked for no initials. Everyone submitted logos with just initials, perhaps our name in a basic font, and (if we were lucky) tossed in some clip art.
Design_13 was one of the few that actually followed the prompt, considered the tone of our rebranding, and provided us with a simple modern logo.
While Design_13 had already won our business with his concept, we were blown away by the extra effort he put into the business card, letter head, and envelope designs. Instead of just formatting more of the same, he actually provided four (4) different visions for each category. They are all truly great - especially when compared to the majority of the other 193 Submissions that just phoned it in.