From time to time I have business owners approach me for feedback on a new logo. The truth is that there is no end to creativity and the possibilities of creative logos. However, the bigger (and more important) question is this: “What do you want your logo to represent?” Or, in other words, what’s your brand?

Logos in and of themselves are not really as significant as some may think. They really have nothing to do with the establishment of your brand. They are only important after you establish your brand.

People will not look at your logo and see the essence of your brand. Consider the Starbucks logo. It communicates nothing about the coffee experience. In fact, some would say that it is really not even that creative.

However, once you have established your brand, your logo becomes the visual identity of that brand. So what is a brand?

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