I always try to express this next philosophy to my clients if they don't already know this. When starting or developing a new business, the most crucial first step in establishing an identity is creating the company name and logo. The logo is very important because it is the first thing that a customer will judge. It will either gain their trust or they will question how much you care about your business. It also gives you a chance to show the viewer how clever you can be by showing them something that they might not have come up with themselves. It's like the perfect pickup line, not too tacky, but thought provoking enough to leave them with some interest. Simplicity is important with a design that is unique and easily applied to any medium, from a single color branding on leather to a 25 foot full color billboard. This is my job, to make the logo look attractive. Some logo designs might take dozens of drafts to get it just right, but the end result is worth it, especially when it is used on every visual media for the lifetime of the company. Some logos are shown in simple 1-2 color design, while other logos are fully rendered.