How I learned to Stop Worrying about Logos and Love the Brand System
Thomas Ham

This was a wonderful read Thomas. You put my doubts in words. Logos are initially empty, the company objects emotions and meaning into them with consistency.

I see designers critique logos brutally of how it does not portray the meaning at first glance , but I always think… wouldn’t that take time? To get the perfect blend of a coffee you do need to let it brew. Let it breathe. Give it time.

I just want my logos to push towards relative timelessness, satisfy my standard and make my client happy when they finally see it printed(logo on a screen does not beat how it feels on your hand on a business card). But, is that really enough?