A logo creates an emotional connection

Logos must be able to give people a chance to build an emotional connection to them. They are the symbol that are used the most by a brand as you can show them in all places. On a website, a t-shirt, in a video, on a printed advertisement and anywhere else.

Multiple versions

Very often there are multiple versions of a logo. Usually there is a big version that includes the graphical logo combined with the name of the business or brand and the slogan that is used.

The medium version shows only the graphic and the business's name and the small version only shows the graphical part of the logo.

Every logo needs a story

For every logo that is designed there needs to be a story associated with it. The key elements of every business must be found (often in a very abstract way) inside the logo.