Moon Rock came to us and wanted a ?cliché web 2.0 design?. Basically that means they were asking for gradients, mirrored surfaces, reflections, and shiny or glossy images. To begin the logo, I created a gradient background. Select one color of gray as the foreground and another as the background. Then choose the gradient tool and drag it vertically from the top of the image to the bottom. Play around with this for a little to get a feel for the tool. Once that was completed, I used the text tool to write moon in blue and then rock in pink. I then chose the dodge/burn tool to alternately dodge and burn the pink letters: