By far, one of the most exciting and challenging projects that a graphic designer will take on is custom logo design and brand development. The nature of custom logo design is such a fundamentally important undertaking, as it will serve as the cornerstone or foundation of a business or product. A logo or brand is often a very personal piece of marketing material for a business owner. A logo design must use creativity and intuition, paired with years of experience, to figure out the best way to tap into the business owners’ vision to create a custom logo design that is not only professional but also long lasting. Through an exploratory process, a good graphic designer will narrow down initial logo concepts to a final logo design, or identity, through a process of great teamwork and deliberation between a logo designer and client.