What you do, the execution of your craft as a designer, is not as important as WHY you do it. A design that emphasizes pretty images or insanely large font folders rather than a clear customer message is just smoke and mirrors. Who are we trying to make look good here?

Successful branding projects don’t begin with a sketchpad, but with a long list of questions. There’s a problem to be solved—what makes your client better than the rest? Determine the words and the picture is not far behind.

Communication is king, both consumer/business and designer/client. A logo design must clearly reflect the business it represents, visually and verbally. When there is no clear definition of functional value, a logo is seen only as clipart. A good “pitch” justifies a design. By establishing this foundation, changes will be more tweaks of message than form. The client will see with different eyes. Not “make this bigger” but rather “let’s emphasize this concept”.