I love the challenge that logo design offers. Communicating a brand's message through a simple mark requires a solution with a level of elegence not needed in any other situation. It's the ultimate confluence of so many (accurate) cliches - less is more, concept is king, keep it simple.

When designing a logo my first priority is to gain an understanding of the brand's mission, vision and goals. How is the brand perceived? How would you like the brand to be perceived?

True, a brand isn't a logo and a logo isn't a brand, but done well, a logo should succinctly communicate what the brand strives to be.

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