The essence of your business.
You start a business because you have a vision or a passion, something you can offer that no one else can. At least, I hope that's the reason. Otherwise, what's the point? If it's just to make money, there are plenty of ways to do that.
Your logo should reflect that passion, that drive, that individuality. If I'm doing your identity, we'll have in-depth discussions about how you want your business represented. I'll get to the heart of what's critically important about you and your business, and I will distill all of that into an elegant, smart, powerful logo that is uniquely yours.
Image descriptions: the photo carousel on this page features a number of logos for different clients as well as stylized titles for plays.