As I finalize a new logo project, it becomes more clear to me why I love brand design. It’s a weird “alchemy” of aesthetics, symbology and strategic communication objectives – where the truest measurement of effectiveness lies somewhere in your handling of the delicate balance between science and art.

There are few things more rewarding than when that “aha moment” hits you. But all the time pushing and waiting for that moment can be a license for insanity. I love it.

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