When creating a logo you need to take into account many different things. You need to think about who you are creating this logo for. Who are they? What do they represent? What is going to be appropriate for their brand? Will the logo work in a small scale? Will it work on a large scale? This are important questions because this logo may have to be versatile, and what you have in mind might not work for who the brand is. Once you start the design phase you need to play around with many forms and methods. Try writing the name out and start looking at it in different ways. One example in the video was from Kelli Anderson when she design “Off Book.” She wrote the name out on paper and just began folding it and photocopying it. After playing around for a while the final image emerged and from there they just played around some more with color and opacity. You can’t always use pen and paper to try and generate ideas. At the end of the video they talk about timelessness. What makes a logo timeless? Timeless is something that can transcend through generations and still feel like it belongs. Coca-Cola was an example because throughout the years even though the logo has changed, the font has always remained the same. Not all logos are timeless, but if you want a logo you design to be, you have to think about how it could potentially be viewed in the future.