I’ve had the opportunity to create a lot of logos. I love making logos. It’s a fun blend of illustration and layout. Elements must be spaced perfectly in relation to each other. Tiny details like stroke width and kerning matter. A logo should convey the whole vibe and intention of a company, and then boil it down to a simple mark. This mark must look good and still communicate this vibe at the size of a truck or as tiny as a fingernail. It’s an enjoyable challenge.