What if every logo was left to corporate decision makers and the creative and strategic instincts of a graphic designer were untapped? When all that dictates what's good is someone's personal tastes. If you want a story for your brand—an identity—you have to take some risks. It's not about being different, it's about being progressive and winning recognition in a person's mind. Leverage insights, do research, make smart decisions, but don't be afraid to take a risk and break out of conformity to help push good and stimulating design to the people (a client's real audience).

Here are some examples of organizations embracing the "aspiration for more" to make a statement in their market and separate themselves from the competition.