My most feared job as a graphic designer is constructing logos. It’s like trying to build a ship in a bottle: you know in the end you’re either going to end up with a display piece, or a mess of bits in a small space.
I’ve spoken to other designers about this. A lot of them rely on branding work as their bread and butter — after all, every business needs a logo.
The tough part is coming up with a design that says so much in such a little space... and to make it look as easy on the eye as possible. 
Often, clients can underestimate the work involved — not their fault, as it's our job to make the result look effortless. If you arrive at a final brand that looks complex, you've missed the point of branding.
KISS is such an annoying acronym, but it applies to branding more than any other type of design. Which is what makes it such a challenge.
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