HardlyNeutral, as my consulting brand, required a logo. I set out to design something simple and clean that effectively conveyed both the name and consulting concept. After several iterations, I arrived at a design that contains clean lines, easily recognizable lettering, and appropriate symbolism in the briefcase container. I prefer stark color contrast for web presentation and as such, selected a black on white color scheme. The design, however, would lend itself to any combination of colors needed to achieve the appropriate effect in various layouts.