Branding/Image is all about simplicity. Definately. But it also has to solve a communication problem. The best way to define (or redefine) an corporate identity is to put the pads and pens away and sit and listen to the people that the logo is being designed for. Sit in on a board meeting. Read the financial statements. Understand exactly what it is the company does, it's stand in the market it's in, and it's mission statement - it's business plan of attack if you will. Are they an aggresive company? Do they take risks? Do they play it safe?

They are all deciding factors in what influences shape, how simple the design becomes, and definately colour choice.

It's not always about creating a static looking, 'flat' - as it was stated earlier, basic brand - it's about embracing the client. And if that takes creating a more detailed approach - then that's what it takes.

Communication is the key...