As a designer — the science and art are important but the real the trick is to create resonance. That is when an emotional connection is made. That is when the genius logos become timeless, memorable and in many cases simple. It is tapping into an emotional connection whether it is the 1,000,000,000 Budweisers (sorry views of the logo) or the sense of personal sporting achievement that connects you to the world’s greatest sports stars. That is when a logo transcends merely identity.