thoughts of theory: identity creation, it’s not for everyone.
yet most believe they can do it. & they can... but not well.

No designer creates wow work 100% of the time. There’s no question that creating good design takes significant exertion, but generating the wow factor in your work can also be fairly effortless. Many designers follow their intuition during the creative process and incorporate universal symbols and metaphors simply because it “feels right.” Intuition — accessible to all people and most especially useful to those engaged in creative pursuits — guides designers towards solutions that align with a universal knowing. Adding a universal quality to a logo provides the broadest communicative reach, what almost all identities are intended to accomplish. The intellectual exercise of connecting the dots of “thinking” is not irrelevant in design, of course — particularly when it comes to branding — but by combining the intuitive immediacy of symbols and metaphors with strategic thinking, you integrate essential information that helps your logo stand out and be remembered.”

We’ve always taken the position of “understanding the target audience. Then, understanding the client vision and capsulationing it into our ANEW process. We open the flood gates of creativity, compare and contrast options, revise, distill, perfect, deliver!