As a designer, Dan will develop and design images to represent the ideas that you want to communicate. These images can be incredibly powerful and compelling tools of communication, conveying not only information but also moods and emotions. People respond to images instinctively based on their personalities, culture, and previous experience. As an example, you know that a chili pepper is hot, and this knowledge in combination with the image of a chili pepper can create a visual and lasting impression upon you.

Symbols and logos are special, highly condensed information forms or identifiers. Symbols are abstract representation of a particular idea or identity. The Target bull's eye and the golden arches of McDonalds are symbolic or even iconic, and we learn to recognize them as representing a particular concept or company. Logos are corporate identifications based on a special typographical word treatment. Some identifiers are hybrid, or combinations of symbol and type. In order to create these identifiers, Dan must have a clear vision of the company or idea to be represented and of the audience to which the company wants to target.