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Can your clients tell who you are in 10 seconds or less?


A logo is defined as “an identifying statement”. Logos are meant to aid in representing a company’s brand or identity, foster already established customer recognition and build loyalty. Logos can be either purely graphic (icons or symbols) or a “logotype” composed of the organization’s name.


Your logo should:

  • Portray the values and goals of your company

  • Reflect the level of professionalism of your company – no matter the size

  • Speak to your target audience


Here are some things to consider when you are working with a designer to create or revise your logo:


What are the vision and goals of your organization?

Make sure your logo “speaks”. Your logo should somehow speak to whatever values and goals you have within your organization. Randomly placed elements with personal meanings or artwork drawn by your children may warm your heart, but will most likely not offer the voice of your organization.


Does your logo reflect the professionalism of your organization – no matter the size?

Be sure to reflect the uniqueness of who your business is and what you do. Your logo presents the first insight into the level of professionalism your company offers. Professionalism has nothing to do with the size of your organization. Professionalism is defined as “the skill, good judgment, and polite behavior that is expected from a person who is trained to do a job well”. Be certain your logo reflects the level of success you intend to offer your clients.


Does your logo look like something you’ve seen someplace else?

Resist the urge to imitate. There is a fine line between inspiration and imitation. Don’t imitate – innovate! Your logo should reflect who you are. It should be unique to what your company has to offer that is different than everyone else.


Lastly, avoid trends and gimmicks.

Whatever the latest fad is surely will not last. Your logo is merely a piece of your branding strategy and it should communicate just that. Be sure that what you’re communicating with your logo speaks not only to who you are now, but who you will be in the future. As long as your logo reflects the overall vision, values and goals of your organization, you can be sure that you will communicate your brand consistently over time.

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