The logo is the supreme keystone of a brand. Everything from baby milk to tape measures has a logo these days -- a tribute to their absolute importance. You can spend weeks coming up with, designing, and fine-tuning a logo only to look at it again a few weeks down the road and realize that you hate it. Hilarity ensues. Finding the right logo can be a tricky business, so it's essential to have the brand's demographic & message figured out first. Once you've identified the product's key selling points, you can design an iconic, easy-to-reuse logo that evokes that particular idea in the viewer time and again. Then repeat it as though it's in an echo-chamber made of mirrors until people come back reciting the ultimate marketing poem: "Yeah, I've heard of you guys."