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 core attributes in an immediate, elegant and practical way without necessarily trying to tell the whole story. As such, a logo in isolation usually won't communicate everything, but it can provide strong signals and create the right first impressions. A great brand will not only connect well with its key audiences but will engage and empower its custodians and stakeholders.
I've been lucky to develop some great identities from inception which, when you consider the reach and longevity many of them have, is a responsibility I don't take lightly.