A logo design should not only summarize the philosophy and personality of the brand, but withstand the test of time and trends. A successful logo will retain a simplicity in its over-all shape, direct the eye, provoke an immediate reaction and convey an easily understood idea. Font choices are essential, but everything has to serve the message that needs conveyed in the logo. The logo has to be indestructible. The logo has to be recognizable as a tiny web icon, or plastered across a highway billboard. A great logo will never, ever be forgotten.

Designing a logo at the ground floor means getting to know the brand, and becoming familiar with the product or concept. It means finding out what the clients goals are, and exceeding them.