A logo is often the first image a potential customer has with a business as well as the most lasting. Simplicity is usually the most effective design yet somehow the hardest to achieve. Customers will often associate a simple logo design as being cheap and quick to create. That is a perception that can be difficult to overcome. That is where asking questions and lisening to the client is so important. Ensuring a clear brief is obtained before starting and mockups with room for imagination and interpretation are so important to nailing a brief.