If you're launching a new product or service, you've probably wondered about your logo. Should it be simple or detailed? Modern or classic? Abstract or literal? The truth is, a great logo isn't just about aesthetics—it's a symbol that helps people remember all the good things they like about your brand.

A potential client once asked me, "Do you design logos?" The question caught me off guard at first—after all, my portfolio is full of logos. But then I realized something—most of my portfolio showcases the final products: complete package designs, fully developed websites, finished brand systems. The logos are there, but they're often integrated into the bigger picture rather than standing alone.

So I did something I haven't done in a while: I went back through years of work and pulled together six logos from across my client base—B2C and B2B, product brands and service companies. What you'll see here isn't just the final designs, but the creative exploration that led to each one, including concepts that clients ultimately rejected. There's no shame in those outtakes; they're proof of the depth of thinking that goes into every project.

Logo design is one of my favorite creative challenges—trying to pack meaning into a simple image takes real discipline and creativity. But here's what I've learned: the best logos emerge from collaboration, not isolation.

I start with discovery sessions, interviewing founders and key stakeholders to understand what makes their brand unique. If there's customer research data available, even better. Then comes concept development, where my goal is to present a wide but relevant array of options. Some will knowingly stretch the boundaries, others will be "safe bets."

What I'm really after in that first presentation is a good conversation. In my experience, clients find it easier to describe what they're seeking once they have some visuals to react to. From there, it's a process of refining ideas based on feedback, always working toward that perfect symbol that captures the true essence of their brand.

Here's the thing that many business people don't realize: the logo isn't the brand—it's just one component that shapes your customer's experience. A logo is powerful precisely because it connects to everything else: your messaging, your customer service, your product quality, your values. When done right, it becomes a shorthand for all those positive associations.

That's why I love working with clients who are launching something new. There's an opportunity to think strategically about the entire brand experience from the ground up, with the logo serving as the visual anchor for everything that follows.