Your Logo Is Not Your Brand
Too many business people treat their logo as if it is their brand. This is a huge mistake. Your logo is simply a reflection of everything your brand stands for, including your products and services as well as intangibles like customer aspirations, safety, quality, service, and so on. When creating a logo, choose colors, icons, and fonts that reflect the ideals your company stands for. This is easier said than done, but well worth the extra effort because, if you do it right, you’ll be using your logo to represent your business for decades to come.