Logo design isn’t about personal taste. It’s not about loving circles or hating yellow. It’s about what works. A logo isn’t the story—it’s the period at the end of the sentence. It need not be loud or lovely at first glance. If the thinking behind it is smart, the logo will be too. Simplicity isn’t easy, but it’s essential. The best logos in the world are simple because clarity travels far. Every detail—from colour to curve, from font to form—carries meaning. A logo is a silent ambassador. It must be appropriate, clear, and quietly confident. Design it like you’d write a love letter: honest, intentional, unforgettable.