Now that most of us can pull up a Google search with thousands of logos at a moments notice, creating something that doesn’t remind you of something else is more and more difficult. But is that really the goal? Probably not, because if it feels completely new and different, it probably won’t make sense to your end user. Wait, aren’t we contradicting ourselves? As you may have figured out, logo and brand development means different things to different people. Some folks want their logo simple enough to be embroidered on a half inch square, while others imagine a logo to be complex and dimensional. Whatever your ideal is, we know that somewhere in there is a unique story in search of its own unique voice. Our job is to draw that story out and to communicate it to the world in a compelling and interesting way (or simple and minimalistic way if that’s what your identity calls for).