Logo design is a fun and challenging discipline. It's an integral part of a brand as it sends immediate signals about the entity it represents.
Typically an identity needs to express the product's core attributes and positioning in an immediate, elegant and practical way without necessarily trying to tell the whole story. As such, a logo in isolation usually won't impart everything, but will provide strong signals and create the right first impressions. A great brand will not only connect well with its primary audience but will also be something that empowers its custodians and stakeholders.
I've been lucky to develop some great identities from inception which, when you consider the reach and impressions many of them have, is a responsibility I don't take lightly.