We love the challenge of taking the identity of a brand . . . its aspirations, messaging, and personality . . . and distilling it all into one memorable and unique mark. It has to look just as good on a small business card as it does on the side of a truck, and it has to work just as well in black and white as it does in full color. Plus it has to set that company apart from the rest of its competition. That's a lot to cram into one little logo! When done well, the results are deceptively simple.