Ah, the logo—arguably the most exciting (and let’s be honest, most maddening) challenge a designer can take on. It’s a tiny graphic with a big job, and the questions come fast: How many concepts should I explore? What typeface feels right? What color palette tells the brand’s story without shouting? For me, it all starts with digging deep into the brand—its mission, values, audience, and the landscape it lives in. From there, it’s a mix of research, sketching, overthinking, more sketching, and a few “a-ha” moments along the way. I always begin in black and white, because if a logo doesn’t work in its simplest form, it won’t work at all. The process is intense, unpredictable, and totally worth it. Here are a few logos I’ve created over the years—each with its own journey, and yes, a few sleepless nights behind them.