A logo is a graphic representation of an idea, entity, or object. It is also referred to as an identity, mark, or brandmark; furthermore, a successful logo should always represent critical thinking; in other words, the mark should be conceptually strong. Thus, every graphic element on the mark must have an intentional purpose and to accomplish this, a perfect balance between an image, a letterform, a sign, or a symbol should exist. This is known as the 50/50 rule.

Ever since I began my career I have been drawn to well-crafted and recognized marks—conceptual logos; for example, those found in design annuals such as LogoLounge, Communication Arts, and Graphis.

These international journals were my inspiration, then they became my aspiration.