Your brand (or logo or whatever the term of the month is) is your public face and should make a positive first impression that lasts. I have designed logos for some of the biggest and smallest companies in the world. In either case, my approach is always the same: I first find out how the company sees itself, who its particular customers are, and, most importantly, what the company aspires to be. After I study the competitors and examine the company’s place in the market, I then design the mark that best answers all these questions, creating a brand identity that leaves a positive first impression that will last.