Logos are an emotional experience. A company's logo is an all-encompassing, deep-reaching manifestation of its core identity. A logo needs to speak to the market, but it also needs to speak to the stakeholders. For this reason, logos invariably follow the Design by Committee process. In short, a logo must be all things to all people.

We know there are no fewer than a trillion outfits online selling unlimited passes at logos for about what it costs to get a good haircut. Sometimes this works out for businesses, for the simple reason that if you draw enough lines in random positions, sooner or later you're going to wind up a composition you can live with! But more often than not, clients who attempt to engage such companies to create the compact embodiment of their being to 'economize' wind up pulling their hair out and bringing it to us in a limp little sack to salvage. Then they hire us to do their logo.

Our design process follows a detailed consultation where we ascertain the subject's identity, as well as their likes and dislikes. Some education is often involved, as some expectations are incompatible with the precise needs of a logo. Then we get to work.

Truth be told, we love doing logos, in spite of their challenges. It's like creating a little soul...