I know this may sound philosophical (not that there is anything wrong with it) but in biology especially, with so few “laws” and so much diversity and exceptions to the Jesus the son of man did not come to be served shirt Apart from…,I will love this exceptions of the “rules”, the details is basically all there is, with few exceptions. All I can explain is the design methodology you use and how you explain your business policies, practice and procedure at the beginning of the project as part of the design methodology is the key to learning and gaining any insight about what the client wants. In order to be able to define what logo deliverable you are going to provide and specify in your contract with the client you may have to educate them about your business, about different logos. I do this and most graphic designers as well by asking specific designed questions.
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At the Jesus the son of man did not come to be served shirt Apart from…,I will love this logo project beginning the questions you ask are vital to learning and understanding the situation and being able to outline the problem they have. “I need a logo for my business” this is not the problem, this is an outcome solution to a more complex visual communication need. Sometimes what clients say is not what they mean. The client may be very savvy or ignorant about logos, but you need to be the professional graphic designer and take the lead, educate and explain.