Your new flashy zingy logo.
Dear Client,
I appreciate your interest in me doing design work for you. I have read your briefing which you have attached as a scanned BMP image and I understand that your new company "Epic Unicorns of the Spectacular Universe" needs a logo. I have also concluded from your briefing (and from the attached images you so conveniently produced) that you want the logo to be flashy and zingy so that it would brand your company right from the start.
Please take a minute and check out these somewhat famous logos. Maybe you have seen some of them already.
As you might have noticed, all of them were created using different variations of the same font called Helvetica. Helvetica is a very sterile font - the font itself does not convey any emotion or message, you can easily read what it says and not feel any afterthought. It is a perfect blank slate onto which you paint your brand. You see, your logo does not define your brand. Instead, your brand – what you do, how you do it, how you treat your customers, what customers talk about you, and many other things – defines your logo.
Also, notice that some of the brands above are even competitors, yet they are not afraid to use the same font to create their logo. People know what "Jeep" stands for, and what "Toyota" stands for. There is no mistake; customers will not accidentally buy wrong brand of a car just because they both use Helvetica as their logo typeface.
I am not saying that all the logos in the world should be set in Helvetica, but making a point again that the logo does not define the brand. Brand defines the logo.
At the end, I'm sorry to inform you dear Client that I am currently overbooked to take this job offer. I wish you luck in your future business endeavors with "Epic Unicorns of the Spectacular Universe".
Best regards,
Designer