It’s important to remember that when we look at something, we don’t read first. Before anything else we see the shape, we see color, and if that’s enough to hold our attention, then we’ll read.

So in every instance, regardless of company, the small but essential element in the brand picture is the logo.

A good logo needs to be a visual metaphor, something symbolic that captures the essence of who you are.

Distilling your business's identity and personality down into a single icon can be challenging, so getting an idea of the bigger picture often helps me understand what your business is all about.