Designing a logo that will withstand the test of time is always the goal when going into an identity project. My approach to pursuing this often includes a deep-dive into the folklore and origin stories surrounding the particular subject I’m researching because it’s always good to know where we’ve been in order to know where we’re going. Utilizing entrenched perceptions within local rural and urban story traditions unearths the connection in time. As much as this helps inform a general direction for the process, the most important thing is to get a good sense of your story and seeing what patterns emerge to lay out the foundations of the brand’s identity.