...or more commonly known as a "LOGO', is a crucial first step in not only identifying your business, event or organization; but in creating a persona as well. Your logo should not only tell people what you do, it should reflect how you do it. 

A theory I developed two decades ago, was that all design, ivcluding logos, should be rendered in black and white. Basically, it's too easy for a "designer" to use color as a crutch, and the fact is, there will be times your identity will have to be displayed in black and white.

An eye-catching color design very often falls apart in black and white. A good black and white design can only be enhanced by color.