The role of your logo

Your logo should identify your business, not advertise everything you have to offer.

This is hands-down one of the biggest design mistakes I experience with local businesses.

Too often, business owners put so much burden on their logo to communicate everything they do. Whether it’s a tech startup, a preschool, a carpentry studio, whatever, it’s important to remember that a logo isn’t just about communication.

It’s about identifying and distinguishing your business from direct (and indirect) competition.

Of course there’s a time and a place for common visual cues (a coffee bean, a paw print, etc). But if your logo is starting to blend in with the dozens of others in your industry, it may be time to reevaluate.