A brand identity is more than just the logo — but a great logo is undeniably the starting point. It has to tell the brand story in the simplest way, with the fewest strokes, possible. I always strive to design identity systems that stand the test of time. Roku, for example, has been using the logo I designed for its initial brand launch since 2003 —through several major changes to the company and its products — without needing even a minor refresh.