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A logo is a mark or a name designed to express the soul of something. The cleverest logos visually convey the unique qualities of a company and what that company represents. Simple logo designs with only a few essential elements are the most challenging to create but the most likely to succeed.

We create icons, too. Icons are different than logos. Icons are specific graphic representations or widely known symbols that universally convey the essence of something.

Black and white logos are monochromatic versions of color logos. Studies indicate that monochrome images can cause consumers to focus on the basic defining attributes of a product or service. Color images can cause consumers to focus on concrete and idiosyncratic product features.

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