Graphic design is about how logos and branding elicit desired responses—the subconscious plays a large role in this. There are many ways to represent a client’s vision. A logo is vital to a company it represents. When creating branding for a company or product, I have a sit-down with the client to bring to light what they want the viewer to feel and to sense. Color is very important to this process as it creates a sensation in the heart and mind.