After the first briefing, we get together and brainstorm on what we can come up with regarding the concepts, characteristics, and traits we have been briefed on. Then we start working immediately on the first draft. Objective and pragmatic or rather playful and funny or maybe sporty and active? Every company has a personality, which is expressed first and foremost in the logo. It is what customers see first and how they recognize a brand. The logo gives the customer a first feeling of who or what he or she is dealing with. Colors and shapes play an important role. We tend to associate green with nature, and environmental awareness and is generally a positive color; therefore green is the color of hope. Red, on the other hand, has a slightly different effect on us; red tends to symbolize emotion and stimulation. We perceive curved lines as more playful, while angular shapes are considered soberer. All of this needs to be taken into consideration when designing a logo.