Logos / Identity

What a logo is

Your logo is a graphical representation of your business and is paramount in establishing your brand. It should separate your business from all others.

Every element of your logo should have purpose as it conveys a message about your business.

What a logo isn’t

Your logo is not your slogan, an indication of your corporate relationships or your vendor relationships. Avoid the temptation to “piggy-back” on other relationships in your logo, instead design a logo that compliments your business partnerships. Your logo should stand alone- instantly recognizable and uncluttered.

Things to consider

Complicated logo designs do not scale well. Your logo should look good on a business card, a post-it note, a pen or on the side of a bus. If your logo is too complicated or has too many colors it will be difficult to reproduce.

Your logo should be something you can live with for at least 5 years. Small business owners tend to want to reinvent themselves quite often- major companies and franchises refresh their look every 7-10 years. Try to think ahead to avoid costly and confusing changes in the future.