Creating logos or new brand identities requires a knowledge of your audience as much as it does a knowledge of what you need to represent. I like to test out a wide range of ideas and refine them down with rapid, iterative test strips so that my clients can be involved in the evolution of their brand.

Nature inspired logo I created for freelance work as Sparrowhawkes Web Design
A separate badge or device can be especially useful for branding purposes

The effort that goes into creating effective branding is usually invisible to the users or consumers of a product. Simple, obvious and concise is difficult to achieve and by design you will never see the mountain of work that was built upon to create the end product.