Giving your public face a face.
Michelangelo said that he carved David by looking at a block of stone and cutting away everything that wasn’t supposed to be there. That’s how we approach logos (and branding, or visual identity, or corporate design, or whatever you want to call it.) When it’s absolutely right, the mark looks like it was always there, just waiting to be revealed. Plus, it’s a hell of a lot more portable than marble.