"I'll know it when I see it" is probably the worst thing you can tell a designer.

The problem is that this gives us nothing to work with. When we receive an order with instructions like this, we are in the dark - so expect a "stab-in-the-dark" approach. It's all we have.

There are literally millions of logo types. Each logo ever created (if unique) can be considered a style on its own. We don't mind exploring all available options for you, but it might take 20 to 30 years before we get it right. That's if we're lucky and we hit the mark early. There are just too many options.

We achieve far better results when we are pointed in a direction. Give us something to work with. Even a couple of keywords like "I want simple but not plain. Perhaps a lighthouse. Fairly abstract - or like a freehand sketch." Presto. We have something to work with.

If you find it hard putting it into words, you are also more than welcome to email us some examples of logos that you like. It's not about copying any of those examples of course, but about giving our design team a direction to work in.