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What Is a Logo (Brand Mark)...Really?

I know what you are thinking... "It's that little picture on my business card".

Okay. Why is it there? What is it's purpose? What should it accomplish?

Through my many years of experience, I have concluded that a Brand Mark or Logo should have two distinct reasons to exist. First, to IDENTIFY your company. Often times in this day of technology and "next day deliveries", business can be conducted without ever interacting with a live human being. So what then is the "face" of your business? It's the Corporate Identity or corporate image...your Brand Mark! Your logo becomes the mental image that the public holds as it thinks about your particular business' products or services.

Secondly, a logo should DISTINGUISH your business from all others. This REQUIRES that your logo be more sophisticated than just clipart. In a sea of logos, your Brand Mark needs to stand out from all others, especially from your competition.

If your logo is the "face" of your business...Make it a GOOD one!



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