Aside from being large, successful companies, Nike, Pepsi and Apple have something else in common: the average American consumer can recognize each company’s logo without hesitation. A successful logo is simple and representative of the company it stands for. A strong logo takes time, money and effort to create. Designing a small visual representation of an entire company can be a daunting task, but if the process is done correctly, a logo can be a very effective marketing device. All creative professionals have different workflow systems, and there are many different paths that lead to a successful end point; but the general sequence of the process is usually the same.