Logo Design

I thoroughly enjoy logo design. It teaches me patience and to appreciate the creative process. Often when developing brand identity, the process cannot be rushed. Delving into a client's business culture, learning who they are and what they value is essential. I find the whole process of branding to be fascinating and very rewarding. I feel honored and humbled each time a client decides on a final design because I know it will represent their company identity for a long time.

I believe every logo needs to first be effective in black & white – before color is added. And the white space created around a logo is often as important as the logo itself. I sometimes use visual repetition (if appropriate), as I believe the eye can be drawn to repeating elements and that there is sensory satisfaction when we view balance and symmetry. I believe our brains are hard-wired to want to decode and decipher -- to make sense of symbols that may puzzle us a bit (but not too much!).