Designing an effective visual identity is one of the hardest jobs of a graphic designer. Compressing a myriad of messages of an organisation or product (history, culture, attitude, philosophy etc.) into a single mark can be close to impossible. And an effective identifier shouldn’t just communicate to an audience but also be appealing when used across different media and in different sizes. A designer needs to make sure that a successful logo works even when it is stripped of any cosmetic treatment (such as shadows, colour gradients, relections and glows) and printed in one colour or used as a favicon. Coming to think of it, great logos are a rare species.