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A logo should last for a long time and adapt to changes in the way it is used without itself being altered. Business cards, company stamps, letterheads and other pieces of printed stationery are classic uses for logos, but many new applications are emerging — on the web, in electronic files, or informal media such as postcards. We research into a company’s products and future aspirations to create a logo that is both flexible and enduring, speaking clearly of its values. Each logo that we design is based on an individual response to the client, but all are guided by certain key principles. A strong logo should work first in black and white, before the application of colour. It should be compatible with a range of different typefaces. And it should stand out amongst an array of other logos.