When designing a logo, the primary concern is to make it functional. How does a logo function? It stands for a brand, person, or product just like words stand for concepts in a language. They need to be unmistakeable and memorable. The only way to make a logo work is to have it make sense for the company and the target audience, considering on which platform will users meet the logo the most (printed/online, small-scale/big-scale, static/animated). Every logo design project is extremely unique since creating a single mark for a layered concept can happen in a thousand different ways — the designer's job is to choose the best one.