“This was doodled on a napkin, I can’t draw, but the vibe is there. We need a vector.”
Lots of things can be a logo. What makes sense is usually sensible, but does it spark sensation? Finding that perfect thing that represents the essence and works on every level is the pursuit.
logo
If you see it and you already know you’ll remember it later - it’s doing the job. Making a statement is as much about knowing what to say as it is about knowing how to say it.