Identity and branding is about so much more than a logo. The importance of achieving the right look and feel for your business cannot be underestimated. I believe stunning visual identities will effectively communicate brand's message across every medium. To my way of thinking, designs emerge from concepts; concepts do not emerge from designs. My goal in creating a logo is, at best, to demonstrate the benefit of using the product or service and at minimum to create a visual symbol of the subject matter.

Though it is a challenge from all sides, there is nothing quite so exciting for a designer than discovering, developing, and implementing an image that becomes the visual representation of an entire organization.