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A logo reflects a business’s commercial brand through its shape, font use, colour, and/or images. A logo must inspire trust, recognition and interest for the business or product it represents. Above all else it must create an identity that is recognisable by clients/customers and potential clients/customers. Logo design is a tricky business and it is easy to underestimate the importance and the complexity of making a truly iconic logo that will set your business apart.
I like to tell people that a logo is the essential building block of their entire branding initiative. When we begin a branding project we always begin with the logo. It is the first thing people will see and the last thing they will remember. It sets the tone for not only the rest of the branding strategy but for the business as a whole. The colors, shape and general aesthetic of the logo will be with your company for a long time and it is something that you must absolutely love because changing it later can often lead to big problems.