I spoke to a client yesterday who says he agonized over how he would generate enough creativity to develop a logo. Of course, that was unnecessary – creativity is my job – but it did get me thinking. Most clients know nothing about logo design, like I know nothing about car engines. I don’t go to the mechanic who’s going to teach me about engines. I go to the one who’s going to fix my car and treat me fairly. All this BS in the graphic design industry about “educating the client” is getting old. Truth is that most clients are not interested. They want a great logo at a fair price. Our job as logo designers is to convince them that that’s what we do, without drowning them in the technical details.