now we're going to talk about logo fundamentals. In other words, your goals and objectives for brand identification. Memorability and consistency are key. And remember brand ID is one of the most important jobs the logo has to do. A design may look great, but if it's not appropriate to business needs, it's a failure. An exception to this is if you're employing irony, but that's seldom the case. So be really cautious. Always make sure you're satisfying creative and business objectives. At the same time, tone is key. So always make sure to establish these parameters with the client up front. It's important that a logo sets a mood or in most cases honestly represents the brand authenticity is probably the most important value when deciding what's appropriate for logo design personally, I prefer clever or conceptual logos because they have a deeper meaning, but that's not always necessary.