Draplin designing a logo

Aaron Draplin Takes On a Logo Design Challenge from lynda.com on Vimeo.
Via Kottke.
Yet another professional who makes it look so very easy.  I could become a designer.
Among other things, I like that he gets into the nitty gritty - not just a logo in a PDF surrounded by white, but on a business card or as a watermark or T-shirt.