Your Logo. Your Most Visible Sign of Quality

Kevin Connor


Kevin Connor


Logos are asked to do a lot of things — identification is just one.

Marketing (in any form) has more impact when you clearly know who’s sending the message. And that is the most basic job of any logo — to identify who the creator, sender or maker is. A logo that truly differentiates your business in the minds of customers, employees and prospects has extraordinary long-term value. 

Simplicity. A Brand’s Best Friend.

The information floodgates have opened so wide, most of us are trying to shut them a bit. Against this tidal wave of graphic-noise, thousands of logos compete for our attention. Most fail. Many are frivolous. And far too many are copycats. Most don’t deserve a first glance, never mind a second. Those that stop us are special in some way.

More often than not, that trademark characteristic is simplicity. But simplicity doesn’t mean boring. It doesn’t mean compromise. 

Original. Passionate. Reputable. 

Every business has a vision. Every business has a purpose. No matter what you do, if you get up each day with the objective to make your business better, you deserve a quality brand —  a brand that express who you are, what you do and why you do it. It’s about revealing the passion behind your organization and tieing that passion to products, marketing and people. Great brands don’t just look good. They literally feel good. Great brands represent what your company makes possible through your products, services and mission.

Every Customer Contact Impacts Your Brand.

Even if you are setting up shop in the garage, once you start a business of your own, you are starting a brand — whether you want to or not. And a brand is more than merely a symbol. Imagine everything you say contributing to a single message. Imagine your employees living and breathing that message. You didn’t start your business by copying your neighbor’s great idea. It was created on instinct. It was created through hard work, focused thinking and a drive to be successful. But does your marketing reflect this? Does it express your passion for your organization, its people and its products?. Does your brand evoke how quality-minded, dedicated and personal you take your work?

You know great design when you see it.

If your brand leaves you uninspired, chances are your prospects aren’t inspired either.  Standards for good design have become embedded in all of us. Restaurants, automotibiles, housewares, healthcare, apparel, construction, energy, pharmaceuticals, technology, entertainment and education have all used simple, high-quality design to strengthen and even define their brands. 

Good design is all around us.  And it is so embedded in our minds that amateur design sticks out as “amateur.”  That undermines almost any brand’s credibility — and it does it in just a moment. 

When something well-designed there is an inherent promise of quality.

It is this silent promise that makes design such a powerful business tool. Companies who back up this promise with quality products and services stand out and tend to lead markets large and small, local and global.

With time, a well-designed logo will become a symbol of the products and organizations they represent. In effect, these logos become signposts of quality, integrity and merit.

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