Carl Jung said “Simple things are always the most difficult.” No doubt he was thinking about logos which are the most challenging of design assignments.

Distilling a big idea into a simple, clear and unique mark or word can be much harder than making complex things. I always enjoy the reductive challenge of distilling a businesses story into a memorable name and logo — taking particular pleasure in finding ways to visually represent multiple layers of meaning. Here are a few of my favorites and a bit of insight into my process.