The dreaded LOGO! Many designers haven't got the GUTS to do logos... because they tend to be the most fought over, the most meeting-ed over; everybody's got an opinion, everybody's got a better idea... These little "haikus" have to tell the entire story of the company, the company owner's personal aspirations, etc. with a single, simple "swoosh." Usually you're competing with other Art Directors who've been herded into the coliseum and a thousand sketches go up on the corkboard wall. One by one, the "suits" yank them down (often with good reason) - and there are all your little babies lying rejected on the floor. Tempers flare. It's brutal. And often pretty random. The 400th one is usually not substantially better than the first one you drew. But when it works, it's very, very satisfying, and your little mark is splashed all over town and country.