Creating a new logo?

Sometimes companies will approach me in search of a new logo design or maybe they are searching for a rebranding strategy to elevate their company to a new level through a brand revamp. It's easy to think that impactful logos happen as easy as turning on a light switch but more often than not, it takes a little more time to create something that will win over an audience today the same way it would have 50 or 100 years ago. Now take that logo and think ten years from now, 20 years from now... does it already seem outdated or does it feel solid?

I found a great video that was recently released from a local pdx inspiration of mine, and I think you might like it as well. Thanks Aaron Draplin for your insight.