Design is something that should be between the purely artistic and the purely functional. While I certainly believe in specialization and technical expertise, I also think projects must have a soul. If there is no soul, then there can be no magic, no connection. It is not easy to create a soul. And while there must be complicity between the client and the designer, there must also be a profound sense of respect for the final user. You can’t create something special without seeing your product the way a customer would or imagining completely new ways of doing things. You must believe in the project, product or service that you are offering. It must have personality.
And last, but not least, you must tell a beautiful story.
A logo must be simple and convey a single idea. It represents your brand but it is not your brand. A logo is just an identifier, an emblem. A logo should not try to say too much. Copyright or trademark symbols, descriptors, slogans, shadows, glow, different fonts, monograms, icons, these “accessories” are distracting.
A brand is not about using the corporate colour and your logo everywhere. It’s something very complex that you build over time around an idea or a series of values. Don’t confuse both. Problems are not solved changing your logo or brand identity. Creating a brand implies thinking strategically.